Affluent Look to Facelifts for the Home

Upscale building products are holding their own thanks to the affluent who are making over kitchens and bathrooms rather than taking their chances on buying a new home in this market.

Marketers are responding by shifting resources to the medium where they can best recreate the luxury experience: the Web.

While Electrolux is well into its campaign featuring Kelly Ripa, Sub-Zero and sibling company Wolf, a Madison, Wis.-based maker of high end refrigerators and cooking appliances, will roll out the rock stars of the design world.

This week’s hard launch of, created in-house, features unpaid appearances by top-notch designers like Michael McDonough, James Drake and Anna Mesaikos. On the site, they talk about design trends