GFS Presents Janovic as Haute Stuff

NEW YORK Paint and window treatment retailer Janovic Plaza will launch a $1 million-plus campaign by Goldberg Fossa Seid next month that targets a “fashionista” audience.

A series of color print ads, illustrated by artist Maskai Ryo, features shoes, bags and dresses as the inspiration for Janovic-made window treatments and paints. The New York agency’s companion radio campaign features two Sex and the City-type women bantering about how Janovic has transformed an apartment.

The work breaks April 18 in The New York Times, followed by monthly insertions in Vanity Fair, InStyle, Bon Appetite and House and Home, among others. Posters on telephone kiosks and bus shelters will target specific Janovic locales.

Ten of the client’s 20 stores, which sell paint, window treatments and wall coverings throughout the New York tri-state area, are located in Manhattan. Janovic, a New York City retailer since 1888, is a wholly owned subsidiary of Benjamin Moore Paints and Berkshire Hathaway.