Working alongside brand experience agency Mission, Raccoon was asked to collaborate on a new product launch for luxe jewellery retailer Tiffany & Co. The creative direction for the launch event followed on from the industrial, utilitarian, ‘street’ connotations of the City Hardwear range itself, and placed glamour into an urban warehouse themed location in Shoreditch. Raccoon was commissioned to deliver brand production capability for elements of this launch.
The new collection was to be unleashed with the dramatic involvement of a huge gold-coloured wrecking ball smashing into glass. The ball was anchored to a 5-ton spider crane which enabled the moment. Mission needed a partner to source and wrap the crane in matt black, to fit the edgy, urban theme. The crane was delivered to our HQ in its original red colour. Our install team spent a week wrapping every single surface in a ‘super matt’ black film to transform it. Raccoon’s bespoke fabrication team undertook a modification of the crane to create a ‘faux’ operator’s cabin. A truck was also required to display the new jewellery range, and Raccoon was tasked with transforming this truck to mirror the black and mirror-gold warehouse theme. This involved fitting a suspended ceiling, building display plinths to showcase the collection, wrapping the surfaces, laying a polished concrete looking floor and installing a lighting gantry.
Raccoon took care of other practical aspects too. In addition to managing the logistics of getting the crane to and from its location, a structural survey was undertaken at The Lofts venue to ensure the floor could take the weight of the remote control crane, and adjustments were made accordingly for Health and Safety.
This project was all about brand theatre. Not only did our work deliver strong branding cues (for press and celebrity photo call opportunities) but it also delivered the softer ‘look and feel’ elements that contributed to the overall vibe and experience of the event. As a brand production partner, we were able to bring an idea to life to gain maximum impact and awareness.
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