1994/BLUE ROOM UNLEASHES
The launch was at the Event in Brighton, a club venue synonymous with the early legal Acid House raves. There were not many clubs aligned to the scene because of the bad press focused around hedonism. We arrived at the live sounds of techno band Fluke and the thumping London underground club sound. It was an intentional merge with our roots, Pods were part of the culture of electronic music, and this relationship was not only important to me, but to the Blue Room.
The imaging of the Blue Room removed us from the B&W of that day. Images were staged to reinforce the ‘art of sound’ and part of the marketing concept around the HousePod. The Pod was intentionally shot from behind as to create mystery and ambiguity. A substantial departure from any of the technically led marketing B&W produced at the time. It was a direct result of me fighting to involve the London based Design & PR company Think. Together we made the HousePods much more of a lifestyle item. This photograph evolved after many experiments over a two-day shoot in East London with the Art direction of Andrew Sutton, head creative from Think and photographer Robert Clifford.
Here we coined our trademark slogan “the future shape of sound.”
Think gifted us a lucky break with UK band ‘The Grid” (Richard Norris and Dave Ball) with multiple white Pods filmed for a music video “Swamp Thing.” I’ll never forget to receive a call from Think requesting we put together as many white Pods as we could fit in a truck. David Roberts and I split a shipment destined for export and raced with everything we had to London. The Pods were scattered throughout the studio and filming began. Shot in a day, we traveled back to Brighton late in the evening. “Swamp Thing” by The Grid was a monster of a tune released back in June 1994. It reached number three on the UK charts and was in the top ten for eight weeks. The Pods also appeared on both of the Grids album covers. The video played everywhere there were chart shows, including MTV, the exposure was priceless.