As the financial crisis hit the Nordics, consumers' desire to invest in the furniture category dropped dramatically – hitting the retailer Bolia.com. As a consequence, the company developed a new strategy to grow its revenues by at least 5% a year and defend its price premium by leveraging elements from the contemporary art and fashion scene. The strategy used TV and digital to communicate the idea that ‘the spaces we create are who we are’. Between 2010 and 2016, revenue increased by 256% and profits returned and grew. This case estimates that the strategy delivered a revenue ROI of €7.30 for every €1 invested.