Brand Farm Launches Newest Concept - Online Specialty Travel Site Room 12; Website Targets Affluent Design-Forward Consumers;.

Business, Technology & Travel Editors

NEW YORK--(BUSINESS WIRE)--Aug. 14, 2000

Fast-Growing Online Travel Industry Expected to

Top $28 Billion by 2005

Brand Farm, Inc., an Internet operating company dedicated to developing high margin Internet commerce and services concepts, announced today the launch of Room 12, Inc.(www.room12.com), the first online travel site dedicated to time-starved, design-forward affluent professionals, aged 25-45.

In conjunction with the launch, Brand Farm announced that it has committed $5 million in seed funding to the development of Room 12.

"Room 12 is the quintessential Brand Farm concept," said Scott Galloway, Founder and CEO of Brand Farm and Room 12, who also founded Prophet Brand Strategy and RedEnvelope. "In Room 12, we have created a lifestyle brand that speaks directly to an unserved demographic - the style-conscious traveler who wants to stay and eat at the 'in' hotel or restaurant."

Room 12 offers original content and highly edited travel recommendations, combined with booking and commerce capabilities to plan airfare, hotel and entertainment arrangements and to purchase travel accessories. The site's design is stylish, clean and free of advertising.

To enhance the travel experience, guests will have access to an exclusive Concierge Service and one-on-one customer service by phone (1-866-4ROOM12), fax or email 24 hours a day, seven days a week. While guests can book airfare for any destination, the content and Concierge Service will initially focus on 12 US cities: Atlanta, Boston, Chicago, Dallas, Denver, Las Vegas, Los Angeles, Miami, New York, Seattle, San Francisco and Washington, DC. Room12 plans to add additional cities soon.

      Room 12's core components include the following:

      -   City Guide - Through this trip-planning mechanism, Room 12
        offers an edited selection of hotels, restaurants, nightlife
        and events. A "Don't Miss" section highlights unique local
        activities, from cocktail lounges to cutting-edge art
        exhibits.

      -   Travel Desk - This one-stop service allows travelers to make
        reservations for every part of their travel experience.
        Customer service includes 24-hour toll-free telephone
        accessibility, email assistance and answers to frequently
        asked questions. In addition, the Room 12 Concierge Service
        assists travelers with restaurant selections, reservations and
        other experience-enhancing services.

      -   The Store - With an equal emphasis on form and function, the
        Store features sleek modern products that complete the Room 12
        travel experience, from a compact personal navigator and a
        hard-shelled backpack to homeopathic travel remedies.

"Currently, online travel assumes people have more time than money - price-focused, hard to navigate sites. Our belief is that there is a market of consumers with more money than time who want an edited selection and 24/7 service," said Galloway. "Led by a team of professionals with exceptional operational, editorial and merchandising backgrounds, Room 12 has executed in developing a premier travel resource for its discerning audience."

The Room 12 management team includes: George Roukas, COO, who spent three years as Vice President of Travel Services for Biztravel.com where his team created the award winning travel site from the ground up; Newell Turner, Managing Editor, who was the Style Editor of Conde Nast's House & Garden and Metropolitan Home, where he covered the worlds of design in the United States and Europe; and Susan Nappe, Director of Merchandising, who has held management positions at leading fashion companies such as Dana Buchman Accessories, Ralph Lauren and Donna Karan.

Also instrumental in the Room 12 launch are New Media Merchants (NMM) and Prophet Brand Strategy. NMM, a single-source operational solution provider for e-tailers, developed the website and handles ongoing maintenance, product fulfillment and customer service through its state-of-the-art operations in San Diego. Prophet Brand Strategy, a premier brand and e-commerce strategy firm, developed the brand identity and marketing programs for Room 12.

About Brand Farm

Brand Farm is an Internet operating company focused on developing high margin commerce and services concepts that leverage the Internet. Brand Farm's companies provide Internet-related business services such as consulting, software development, and infrastructure, as well as consumer services that were previously unavailable in the marketplace. Led by a team of seasoned executives, Brand Farm provides its portfolio companies with management and operational resources, as well as significant seed stage capital. Brand Farm was founded in 1999 and is based in New York. In March 2000, Brand Farm launched Gold Violin, the first online brand dedicated to delivering upscale everyday products, unique gifts and services especially for seniors. Strategic investors include AMB Property LP (NYSE: AMB); Angel Investors LP, a private equity fund managed by Goldman, Sachs & Co.; investment bank Chase H&Q; and Maveron, a venture capital firm focused on branded consumer businesses. For more information on Brand Farm visit www.brandfarm.com.

For more information regarding Room 12 please contact Clifford Public Relations at 212-358-0800