Iris Apfel in Pirch campaign.


Pirch, the luxury kitchen and bath retailer, has chosen fashion icon Iris Apfel to be part of an advertising campaign running throughout the summer.

The campaign, which starts Monday, coincides with the opening of Pirch’s 32,000-square-foot SoHo flagship at the corner of Broome and Lafayette Streets. Apfel is among a series of high-profile tastemakers — including interior designer Nate Berkus, well-known foodie and writer Padma Lakshmi and chef Geoffrey Zakarian — who are taking part in the campaign.

Apfel, who appears in a bubble bath, has the tag line “It’s just a store, like I’m just an old lady.”

The campaign will appear in New York subway stations, Jitney buses, billboards and print, among other media forms.

Pirch has a unique retail concept in that it allows consumers to experience top kitchen, bathroom and outdoor products before they buy. Barker is the advertising agency for the campaign.

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