Don’t just sell the product, build the room around it.
- Mar 28
- 2 min read
‘If I put this candle in an all-white gallery space it looks like a piece of art. If I put this candle in a garage it looks like a piece of trash. I can either spend my time designing the candle, or I can spend my time designing the room that it sits in.’ - Virgil Abloh
We were reminded of this take from the late Virgil Abloh - this concept is something that we live and breathe at Gum. For our clients, we will always ask ourselves what world does this product need to show up in? How do we build that world beyond just products? How do we reach the right people?
For the local launch of Roborock's latest flagship model, Saros 20, we wanted to do more than just a product showcase, but rather focus on the context around it.
We could have held a traditional product showcase that focused heavily on the tech and specs - but we felt that what would be more resonant is to design a space that emulated the feeling the product creates. Room To Live was the real experience of the time Saros 20 can give back to you. Space to enjoy life. Space to breathe. More time to spend with loved ones. Less stress, less chaos. More flow.
We wanted to create an environment that was so coherent, considered and specific, guests left with more than just wanting the product, but with a feeling of “I want that life”. Taking over Prim Haus in Darlinghurst, guests were welcomed into a serene space with music flowing through, catering that was more like art, and thoughtful discussions from leading voices including Aicha Robertson, Jordan Toft and Aimee Connor.
The power of brand and perception cannot be denied. It is what makes or breaks brands. You can have the best product in the world, but if you have no desire around your brand you have already failed. If you get this right everything else follows.
That’s what gets us excited every day.
Full event credits:
Client: @roborockau
Creative direction, production & communications: @gum.agency
Venue: @prim.haus
Culinary Experience: @mira_curated
Set Design: @set_fusion
Florals: @softly__softly
Event Host: @aicharkk
In Conversation With... @jordanwtoft @aims.lc
Photography: @photomyles
Videography: @zanevoloshin
Entertainment: @esthermariaharpist @dandecaires
