The Wing’s “Big Little Lies” partnership with HBO highlights the coworking business’ flywheel, but promotes HBO more than it builds The Wing’s brand.

WHAT HAPPENED: This partnership includes a four-piece, limited-edition collection sourced from the female-led brands Cuyana, Lizzie Fortunato and Outdoor Voices for sale on The Wing’s ecommerce site and at two coworking locations, as well as an events series that addresses women’s issues such as domestic violence and motherhood.

Why it matters

  • The Wing and “Big Little Lies” share a value system that suits their partnership. As it expands its soon-to-be 11 locations in the U.S. and London, The Wing’s entire premise has been to provide a sanctuary space for women and foster female empowerment. The company also partners with Time’s Up and a percentage of the “Big Little Lies” proceeds will be donated to the National Network to End Domestic Violence. Overall, it helps The Wing enact a flywheel between retail and events that create greater symbiosis within the business.
  • But while The Wing’s partnership with HBO is for a good cause, its effects are still limited to those who can pay for a coworking membership. When it comes to raising awareness about domestic violence—which does not discriminate based on geographic location or socioeconomic status—this barrier to entry is counterproductive. Other shows such as “Game of Thrones” have coupled their launches with product releases, which builds hype, but with the “Big Little Lies” partnership that kicks off with a panel discussion featuring the stars of the TV series, it looks much more like an HBO series launch than a platform for The Wing to spur cultural change. Using the series launch a pretext to volunteer with victims of domestic violence, for instance, would help activate greater awareness and energize Wing members to enact change in their communities, which matches the company’s mission to advance women in society.