anglepoise+paul smith edition two launch

British lighting company, Anglepoise, has collaborated with Paul Smith to create three special editions of the iconic Type 75 task lamp. I developed the campaign for the launch of the second edition lamp in Australia in September-October 2015, including an official product launch in Melbourne and a VIP media dinner in Sydney.

Launch at suus customs

Surrounded by vintage motor bikes at Suus Customs in Collingwood, Melbourne, our product launch for the Anglepoise+Paul Smith Edition Two task lamp paid tribute to the genious spring mechanism of the lamp that was originally inspired from the automotive industry. Matched against our custom made plinths, persian rugs and quaint bike gear, the jewel colour palette of this edition took on a new intensity. To complete the experience for our guests at the product launch, we served chilled Pimms with gourmet bangers and mash to the sounds of British indie rock. In partnership with Anglepoise, Suus Customs and Ed Dixon.

VIP media dinner at acme

The second element of our campaign was an intimate media dinner for key editors at the rustic-chic ACME eatery in Kings Cross, Sydney, designed by Luchetti Krelle. We styled the private dining room with a feature display of the lamps against the exposed concrete walls matched with floral arrangements in vases designed by fellow countryman to Paul Smith, artist Richard Woods.