Product & service launches

A launch is a deadline with an audience attached. The product ships on a date somebody else has already fixed, and the event either lands on that date with the right room in it or it is worth very little. We plan backwards from the ship date, fixing venue, invitations, embargo, run of show, product handling and photography in that order, so nothing critical is still being decided in the final fortnight.

We run launches for physical products, service lines and rebrands, from a forty-person press preview in a private dining room to a six-hundred-person consumer reveal with a staged demonstration. The format follows the audience: trade buyers want a working sample and a price list, press want a story and usable images, consumers want to touch the thing.

Product handling is the part that catches people out. Units have to arrive undamaged, on an embargo, often in packaging that is not final, and somebody has to be accountable for them from the loading bay to the stage. That sits with us, not with the venue.