Bespoke machine in just 10 days
03 August 2023
Over the years we have worked on a number of product launch projects but many of these have been subject to NDA restrictions meaning unfortunately (but understandably) we haven’t been able to publicize them.
In May this year though we had the pleasure of working with the lovely team at Stephen Webster, contemporary fine jewellery and homeware brand, and not only was it one of the most fun (yes really) projects we have worked on, but they are also happy for us to showcase the machine.The brief:
We were contacted by the client as they were launching a ring collection in collaboration with American rock star, Machine Gun Kelly, and wanted a machine to vend them from at their evening launch in central London. We received a detailed written brief which meant that I didn’t have to ask nearly as many questions as I usually do. They knew what they wanted to achieve, and this undoubtedly helped the project go so smoothly and quickly from day one.
The timescale:
It was needed in 10 days’ time!
We had a selection of machines in stock that could potentially work but as with all bespoke projects we first needed to establish that the item would fit in the machine and would vend consistently. Stephen Webster made this so easy by couriering up a sample box ,with a ring inside so that the box weight was correct, within a matter of hours. And considering the very unique and striking shape of the box there was no way we could have mocked one up ourselves for testing purposes. By the end of day one we knew that the item would vend correctly and from which machine.
As the items were priced at £750, well beyond the contactless limit, we knew that we wouldn’t be able to organize a card payment system in the short timescale. We therefore opted for tokens that the event guests could purchase from staff and then use to select their ring colour and size from the machine. This actually meant more staff interaction with the guests and therefore even more one-on-one discussions about the new range.
The next couple of days were spent finalizing the layout and liaising between Stephen Webster and our branding supplier to create and print a bespoke wrap. This was all signed off by day 5 and put into production.
While waiting for the wrap to arrive we finalized the logistics. Timescales for delivery and collection to and from the venue in London were pretty tight (not to mention the limited on-road parking) so we opted to transport the machine ourselves. Samantha Chapman Head of Global Marketing & Sustainability at Stephen Webster had already received some short demo videos from us on how to use and fill the machine, but we also ran her through it onsite while all the other suppliers for that evening’s celeb-filled event were setting up. A completely blank warehouse-style building was being transformed into an exclusive evening venue around us.
We were on call that evening to assist with any queries but the phone stayed quiet. The next morning we returned to pick up the machine and move it into Stephen Webster’s storage location. From the response on social media, the new range of stunning rings, the evening event and the not-so boring vending machine were a huge hit. To the point that Samantha is now thinking about the machine’s next big appearance and it’s new ‘outfit’.
