# The Robin Collective > A London-based creative and experiential studio. We design, build and run brand experiences, events, activations as well as design and manufacture products. Founded 2010. ## About The Robin Collective is a creative and experiential studio based in London, United Kingdom, founded in 2010 by Robin Fegen. It is a trading name of RoCo Studios Ltd, registered in England and Wales, company number 16817224. We work for brands directly and alongside PR, advertising and experiential agencies. We make the things ourselves from design, prototype, test and build, including complex machinery, full event builds, garments and edible products. Our work spans flavour and sensory science, food styling, set and prop build, live event production and multi-market logistics. We have run events and experiences in London, New York, Berlin, Hamburg, Shanghai, Paris, Cannes, Barcelona, Madrid, Amsterdam, Antwerp and Singapore. Website: https://www.therobincollective.co.uk LinkedIn: https://www.linkedin.com/company/robin-collective Instagram: https://www.instagram.com/therobincollective Telephone: +44 (0) 7999 179 644 Location: London, United Kingdom ## What we do - Experiential events - activations, immersive experiences, launches, pop-ups, corporate and private events. Concepted, fabricated and produced in-house. - Products - new product development, edible and non-edible, mass production, cosmetics. - Food and beverage - recipe development, cocktails, pop-up restaurants, catering, experimental and hyper-realistic food, flavour workshops. - Delivered experiences and tours - multi-city food, drink and object drops; touring and vehicle-based activations. - Sensory design - visual, sound and music design, sculptural and tactile design, flavour science and aroma. - Media drops - press and influencer mailers, gifting and in-person delivery. - Installations - builds, immersive, technical, edible and portable. - Creative problem-solving and consultancy - R&D, creative ideation, early concept sense-checking and pitch support. ## Selected clients KFC, Pepsi, Coca-Cola, Bombay Sapphire, Glenfiddich, Guinness, Absolut, Hennessy, Campari, Uber Eats, Disney+, Universal, Paramount, Mattel, LEGO, Hasbro, Yves Saint Laurent, L'Oréal, Adidas, Christian Dior, Pinterest, Google, Netflix, Airbnb, British Airways, Toyota, Audi, Lexus, Bosch, IKEA, Aldi, Gregg's, McCain, Starbucks, Burger King, Deliveroo, evian, Magnum, PROPER, TOTM, WaterAid, Marie Curie, The V&A Museum, The Barbican, Regent Street. ## Case studies ### KFC — The Scoff-ee Cup URL: https://www.therobincollective.co.uk/work/kfc-edible-cups A fully edible coffee cup, developed and produced for KFC UK and Seattle's Best Coffee. The brief was to celebrate coffee becoming available across every UK restaurant for the first time. KFC sent us one of their standard waxed cardboard cups; we suggested making a version you could eat. After a considerable amount of testing we arrived at a biscuit cup, wrapped in branded edible paper and lined with heat- and water-resistant white chocolate — the tastiest method that still functioned. The lining held the coffee, kept the biscuit from going soft, then melted slowly as you drank, sweetening the coffee. It went around the world in about a day: the New York Times, CNN, TIME, Fortune, USA Today, Fast Company, HuffPost, Quartz, Slate and Entrepreneur, among more than sixty outlets across twelve or more countries, in English, French, Italian, Spanish, Portuguese, Japanese and Russian. It is still cited in packaging-industry writing as an early example of edible packaging, well before the idea became mainstream. We did a limited run in the hundreds and carried out the R&D for mass production. Agency: Freud's. ### KFC — The Pickle Puffer Jacket URL: https://www.therobincollective.co.uk/work/kfc-pickle-puffer A puffer jacket filled with gherkins and brine, made for the launch of KFC UK's Pickle Mania menu. Referencing viral AI videos, we brought the impossible to life: a puffer jacket whose panels are filled with gherkin slices and brine. We made several prototypes and five finished jackets, which went out to press and influencers and into a public competition. This was one of our greatest challenges to date and involved a huge amount of testing with different materials — all had to be food safe and strong enough for the serious weight of litres of brine — 3D printed parts, and a lot of brain power. The jacket was covered by CNN, on air and on CNN's own TikTok, along with more than twenty other outlets. Pickle Mania went on to become the most successful limited-time offer in KFC UK's history: the brand's best sales week on record, same-store sales up 10% over the quarter, and 4.2 million gherkin slices sold. Agency: Here Be Dragons. ### Pepsi Max — The Cherry Rooms URL: https://www.therobincollective.co.uk/work/pepsi-cherry-rooms A secret world behind a hole in the wall of our pop-up Pepsi shop, where everything was Pepsi, including the rain. A multi-day, fully immersive pop-up which The Robin Collective produced end to end: structural, functional and set build, and creative too. Our idea was to present a nondescript pop-up offering complimentary samples. Looking closer, hundreds of guests discovered a hole in the wall. On the other side was a secret world where everything was Pepsi. We designed, tested and built the complex elements: a Pepsi rain room with a Pepsi pond under a bridge, a cherry-smoke-ring-firing vortex cannon, and a three metre tall artificial tree with a working swing and cherry-chocolate bark — billed at the time as the UK's first edible cherry tree. We also handled actors, staffing, and created and served all the cocktails and edibles. Agency: Freuds. ### Bombay Sapphire — The Grand Journey URL: https://www.therobincollective.co.uk/work/bombay-sapphire An immersive theatrical dining and sipping experience across multiple European capitals including Amsterdam and Berlin. The concept was a train that stopped at the ten sites where Bombay Sapphire source their botanicals — Seville for orange peel, and so on. Each stop was a course: a cocktail, food, a theatrical interlude, edible bubbles erupting from between the seats. Serving and clearing each course had to happen inside a four-minute window and required rehearsal with the actors. Each city ran for several days, seeing thousands of guests in each country. Alongside consulting from ideation onwards, we built the specialised equipment, designed the menu, cocktails and a mobile kitchen that could fit on an articulated lorry and be quickly deployed into every space. Our chefs cooked Michelin-grade food and our staff served it, including edible crockery and almost ten thousand hand-injected jellies. For Madrid and Barcelona the train was more of a party, and we adapted the menu into canapés. Agency: Ogilvy. ### Glenfiddich — The Experimental Series URL: https://www.therobincollective.co.uk/work/glenfiddich Three years of full production and creative on the luxury whisky campaign, from New York to Shanghai. The Robin Collective provided full production — as well as engaging other producers — and creative services for three years on the Glenfiddich "Unlearn" campaign and series of events. The brief was to promote the Experimental Series of whiskies in a fun and engaging way while upholding the brand's 130-year heritage and premium stature. We developed the core concept behind the campaign for press, public and Glenfiddich staff worldwide. We scripted and ran the events, while also developing an "experimental events bible" which allowed our events to be replicated in other markets without our further intervention. For this we devised, tested and implemented various experiments, designed and built complex machinery that couldn't be made by local suppliers, as well as bespoke props and furniture designed to flat-pack and travel. We created new cocktails and serves; composed original music, including event soundscapes and tracks that would change the way cocktails tasted through cross-modal synaesthesia; provided full staff and acted as brand ambassadors, talking on stage and leading experiments; organised global logistics for freight, visas, flights and accommodation; liaised with local teams, venues and distributors; and instructed local producers on design for events. Event highlights: hero events for press and public in London and New York, multi-day and large scale with venue-specific experiments, games and bars. Hamburg and Shanghai for brand ambassadors and teams from Europe and Asia, where Chinese customs held our larger equipment so we sourced and built in the venue last minute. Bar Convent Berlin, multi-year and multi-day, where we distilled the experience into a bar-and-tunnel system with an audio guide recorded at Abbey Road, processing hundreds of people quickly. Cannes and Hampshire for trade events. Dufftown, a press event with a five-course interactive meal from our chefs. Paris and South Africa, where we trained and tooled up the existing Glenfiddich team to run events themselves. Agency: Porter Novelli. ### Uber Eats × Disney+ URL: https://www.therobincollective.co.uk/work/uber-eats-disney Dozens of one-off Uber Eats restaurants across the UK, from cuisine made with tweezers to Hollywood-Welsh fusion. To simultaneously advertise Uber Eats and promote Disney+'s roster of shows and films, The Robin Collective planned and rolled out totally unique Uber Eats restaurants across the UK, each running in several cities on the same day. Thousands of meals were made by our chefs, of huge variety: Ant-Man's tiny cuisine was handmade with tweezers, The Mandalorian's had a TRC-manufactured Grogu pram, and Wrexham's was Hollywood Welsh fusion, of the highest possible quality, with cocktails and a light sense of humour. Our role was end-to-end production including cheffing, shooting, sourcing, contracting with venues, and being entrusted with some of the world's most coveted IPs. Agency: Mother. ### Yves Saint Laurent — Black Opium URL: https://www.therobincollective.co.uk/work/ysl-black-opium Edible aroma machines and ice cream to let people taste the fragrance. The Robin Collective were commissioned to promote YSL's Black Opium eau de parfum. Playing on the opium theme, and discovering its main notes were all commonly edible — coffee, vanilla, jasmine — we developed and fabricated edible vapour machines for the UK and New York. We returned the next year to do an equally smokey liquid nitrogen ice cream version of the eau de toilette. Client: L'Oréal. ### PROPER — House Hot Sauce Candle URL: https://www.therobincollective.co.uk/work/proper-hot-sauce-candle A fully edible candle that melts into a warm hot sauce dip, made for PROPER's sell-out TikTok drop. The Robin Collective designed and produced a fully edible candle for PROPER, which melts into a warm hot sauce dip for their House Hot Sauce lentil chips. Getting a candle to burn properly and still taste of hot sauce is a genuinely difficult thing to do. It took around thirty iterations to find something that burned the right way and tasted the right way, balancing flavour against food safety without losing either. We also food-styled the photography and video shoot, and handled fulfilment of the candles ourselves — most of them delivered across London by pushbike. It sold exclusively through PROPER's TikTok Shop as an ultra-limited drop, with no restocks. Agency: Small W•rld. ### evian — 200 Years Young Bottle Bags URL: https://www.therobincollective.co.uk/work/evian-200 The limited-edition bottle bags we designed and produced for evian's 200th anniversary. When evian turned 200, it marked the moment with something people could carry courtside at Wimbledon: a strictly limited run of collectible bottle bags. The Robin Collective designed and produced them, turning three artists' designs into bespoke, puffer-silhouette bags with custom metalwork and their own reveal packaging. 200 for Wimbledon, 200 for the public giveaway, and dozens more for press and influencers. Artists: Ed Curtis, Hattie Stewart and Diana al Shammari. ### TOTM — It's Time to Make Tampons Safe URL: https://www.therobincollective.co.uk/work/totm-tampon-safety A van, a petition and a lap of Parliament, raising the alarm that tampons still aren't safety-regulated. Tampons are sold like any ordinary consumer product, with no legal requirement to test for pesticides or disclose ingredients, even though candles and air fresheners face stricter rules. TOTM set out to change that. The Robin Collective produced the whole activation: we sourced the van, designed its artwork and some light programming, planned the route and managed it live on the day, driving it around Parliament to put the message in front of the people who can change the law. ### Aldi Ireland — The Cooler Coat URL: https://www.therobincollective.co.uk/work/aldi-cooler-coat A wearable coat that doubles as an insulated cooler, keeping drinks chilled on the go. Designed and produced for Aldi Ireland. The launch generated significant press and social buzz. ### Gregg's — The Sausage Roll Clutch URL: https://www.therobincollective.co.uk/work/greggs-clutch Roll over Gucci — pastry bag takes fashion world by storm. As part of ongoing collaborations with Gregg's, marrying high fashion with high street, we created clutches made from real pastry, as well as realistic models, that were seen all over the world. ### Barbie Mariposa — The Butterfly Dress URL: https://www.therobincollective.co.uk/work/barbie-mariposa For the launch of Barbie Mariposa we designed and created a dress for the real life Barbie model. Unveiled at London Zoo's Butterfly Paradise alongside a mother and daughter ball, the gown featured UV-reactive detailing, fruity aromas and more, all calculated to successfully attract butterflies. Client: Universal / Mattel. ### Magnum at Cannes Film Festival URL: https://www.therobincollective.co.uk/work/magnum-cannes When Magnum brings its content creators to a villa at the Cannes Film Festival, we're here to help. Over two years we designed and produced luxury brand assets, including designing and manufacturing pure silk scarves, signage and other branded items such as a giant Magnum and mini edible logos. ### Pinterest Beach at Cannes Lions URL: https://www.therobincollective.co.uk/work/pinterest-beach One of the most popular brand activations at Cannes Lions. The Robin Collective designed a multi-faceted sensory journey through sight, sound, texture and even smell, culminating in a bar with a choice of over 250 cocktails personalised to each guest. The Ice Cream Synthesiser we invented, which made music when you touched different ice creams, became one of the most talked about builds that year. ### KFC — Crave Chicken Lipstick URL: https://www.therobincollective.co.uk/work/kfc-chicken-lipstick A fully functioning lipstick made to taste exactly like KFC. Another globally viral project in a decade of collaborations with KFC. ### KFC — Stranger Things Puzzle Box URL: https://www.therobincollective.co.uk/work/kfc-stranger-things An invite like no other: a custom-made puzzle box that recipients had to solve to find the location of the event. ### KFC — Lickable Wrapping Paper URL: https://www.therobincollective.co.uk/work/kfc-lickable-wrapping-paper A festive press drop for KFC: limited-edition wrapping paper printed with edible, gravy-flavoured ink that you could actually lick. ### Toyota — CH-R Summer Escapade URL: https://www.therobincollective.co.uk/work/toyota The Robin Collective brought a mini holiday experience to families at multiple festivals. ### Floors — Pop-Up Restaurant with Bosch URL: https://www.therobincollective.co.uk/work/floors-by-bosch To highlight the cleaning power of Bosch's latest vacuums, we set up the world's first dine-off-the-floor restaurant. ### McCain — Sunday Best URL: https://www.therobincollective.co.uk/work/mccain A pop-up potato world featuring a three-metre-high gravy fountain. ### Flavourscapes — Regent Street URL: https://www.therobincollective.co.uk/work/flavourscapes An experimental street food market on Regent Street: a multi-sensory food landscape produced by The Robin Collective. ## Other pages - Work — all case studies: https://www.therobincollective.co.uk/work - Events and experiential: https://www.therobincollective.co.uk/events - Apparel and wearables: https://www.therobincollective.co.uk/apparel - Cannes work: https://www.therobincollective.co.uk/cannes - KFC collaborations: https://www.therobincollective.co.uk/work/kfc - Delivered experiences: https://www.therobincollective.co.uk/delivered - Work for us — joining the collective and internships: https://www.therobincollective.co.uk/work-for-us ## Contact Email: hello@therobincollective.co.uk Recruitment and internships: joinus@therobincollective.co.uk Telephone: +44 (0) 7999 179 644 Based in London, United Kingdom. We work worldwide.