Urban Outfitters Partners with HGTV for a Dream Dorm Makeover
Urban Outfitters is set to revolutionize the back-to-campus experience for Gen Z students through an exciting new initiative. By collaborating with HGTV, a leading authority in home design and lifestyle, Urban Outfitters has launched the Dream Dorm Makeover Contest as a key aspect of its UO Haul campaign. This unique contest encourages students to reimagine their dormitory spaces, emphasizing personalization and self-expression at this pivotal moment in their lives.
From July 9 to August 9, students are invited to participate in this competition by creating a Pinterest board that showcases their unique vision for a dream dorm. This board should reflect their personal aesthetics and everyday needs, transforming a typically utilitarian space into a stylish haven. To bring this vision to life, one lucky winner will be awarded a complete dorm makeover by a professional designer from HGTV, along with a $5,000 cash prize to help cover back-to-school expenses.
Cyntia Leo, Head of Brand Marketing at Urban Outfitters, articulated the deeper intent behind the contest, stating, “This contest is about more than designing a dorm room. It's about helping students define their space and sense of self during a time of major transition.” The dorm room, she notes, serves not just as a place to sleep or study; it’s a space where friendships are nurtured, styles evolve, and important life chapters begin.
To enter the contest, students must follow both Urban Outfitters and HGTV on Instagram and Pinterest, as well as create and title their Pinterest board “UO x HGTV Dream Dorm” while adding at least ten pins from a co-curated board by the two brands. The selection of a winner will take place in late July, followed by a showcase of the eventual dorm transformation, shared through a social-first content series in August. This series promises to reveal behind-the-scenes moments leading up to the grand reveal of the revamped space.
In addition to the contest, HGTV will release an editorial feature on its website, presenting design tips specifically tailored for small living spaces and a curated list of Urban Outfitters’ favorite items for students. The goal is to reach Gen Z students, as well as their supportive parents, alongside millennials seeking innovative methods to enhance their limited living areas.
HGTV's Senior Vice President of Marketing, Lauren Burack, expressed enthusiasm for this collaboration, stating, “At the heart of HGTV is the creation of beautiful, livable spaces for all walks of life.” She emphasized that this partnership with Urban Outfitters strives to inspire young individuals to explore their design preferences, ensuring that the chosen student winner receives a perfect “home away from home,” encapsulating their individual style.
The Dream Dorm Makeover Contest is merely one part of Urban Outfitters' broader UO Haul initiative, which encompasses various ways to uplift and support Gen Z during significant moments in their lives, including dorm makeovers, campus pop-ups, and gestures of encouragement.
Students looking for further inspiration or information regarding the contest can visit Urban Outfitters' dedicated On Campus site. By redefining dorm life expectations, Urban Outfitters and HGTV are committed to helping students create spaces they can truly call their own as they embark on their educational journeys.
For more information about the campaign, visit
urbanoutfitters.com/on-campus. Urban Outfitters continues to pave the way as a lifestyle brand that celebrates individuality, creativity, and the varied experiences of the younger generation, while HGTV remains a trusted source for anyone seeking inspiration within the realm of home and lifestyle.