A Pottery Barn Mates assortment is coming
Again in 2000, Mates made Pottery Barn’s apothecary desk — a darkish wooden storage bench with a bunch of brass-knobbed drawers — well-known when it solid it because the centerpiece of the aptly named episode “The One With the Apothecary Desk.” This month, Pottery Barn will rerelease the piece in collaboration with Warner Bros. to commemorate the 25th anniversary of the sitcom’s premiere.
“[W]e introduced again the beloved Apothecary Desk (from the times of yore),” reads a brief touchdown web page for the brand new assortment launching on-line July 30. It’s already on sale within the present Pottery Barn catalog for $1,099. (The apothecary desk within the episode set Rachel again $500.) “May we BE any extra excited?” reads the catalog copy in Chandler Bing cadence.
“We’re thrilled to companion with Warner Bros. to convey an impressed assortment to life for FRIENDS followers,” a Pottery Barn spokesperson instructed Vox in an emailed joint assertion with Warner Bros. “The enduring Apothecary Espresso Desk is simply one of many gadgets featured on this particular assortment.” The opposite items stay below embargo till the tip of the month however seem to incorporate a tasseled pillow embroidered with “Welcome Mates” within the collection’ recognizable font for $49.50, and Central Perk mugs for $14.50 apiece.
The rerelease revives an outdated dialog on what’s usually considered product placement in movie and TV (though “product placement” suggests that cash has modified palms, which isn’t at all times the case — extra on that later). It additionally raises a brand new query: Is there such a factor as retrofitted product placement?
5 of the six core pals on Mates utter the phrases “Pottery Barn” a complete of 18 instances within the apothecary desk episode. “You bought it from Pottery Barn?” Monica asks, aghast, as Rachel pores over the pages of a mailer from the shop. “Yeah! It’s an apothecary desk,” says Rachel. However Monica is aware of one thing that Rachel doesn’t: Phoebe refuses to buy on the retailer that Rachel adores.
The apothecary desk isn’t the one one in all Pottery Barn’s 2000-era merchandise to look onscreen: There’s one thing known as an “decorative birdcage,” and the “Sahara desk,” and the “Parker console desk.” Says Ross, “Your house appears to be like like web page 72 of the catalog.” Later, Rachel and Phoebe cease in entrance of a retailer window, Pottery Barn’s brand affixed to the glass, earlier than heading inside to purchase a Pottery Barn lamp.
Students cite this episode as a trademark template for product placement in leisure. “This well-integrated reference to a model is a primary instance of the proliferation of product placement, the apply of putting branded merchandise within the content material of mass media programming,” writes Cristel Russell, a advertising professor at American College specializing in product placement, for the Journal of Client Analysis in 2002, including that advertising assets in 2000 estimated that advertisers paid Hollywood studios $360 million a yr to showcase their stuff.
However Pottery Barn has maintained that no cash exchanged palms. The house items retailer instructed BuzzFeed final yr that Pottery Barn didn’t pay for its product to look within the episode: “The desk was donated and we proceed to be pleased about inclusion on this episode.”
Manufacturing designer Greg Grande, who labored because the set decorator on Mates for the complete 10-year run of the collection, backs that up. He recurrently obtained product affords from corporations, “with the suitable to make use of it free of charge and never ‘greek’ out the identify,” he says, referring to the artwork design apply of changing textual content with nonsense phrases. Within the present’s heyday, he tells Vox, it was widespread apply for manufacturers to donate props and set ornament to Mates, ostensibly in trade for visibility of their manufacturers.
“Identify recognition in the present day is totally different from again then,” says Grande, a veteran of the leisure business for the previous three many years. “Identify recognition again then would most probably simply be the product use free of charge. As we speak it’s negotiated with a price.”
Most frequently, he obtained donated meals, drinks, wine, and “stereo-type” stuff. “Furnishings items didn’t actually have the identical recognition worth as merchandise on a shelf,” he provides. “On this case, the apothecary desk was undoubtedly a ‘factor,’” since Pottery Barn was so standard with Mates’ target market already. As soon as producers ironed out the association, Pottery Barn gave Grande “carte blanche” to buy its retailer on the Beverly Middle in Los Angeles, “and outfit Phoebe’s residence nevertheless I selected to.”
The apothecary desk began not as a prop to be labored into the script, says Grande, however on the web page as a “story level.” The unique define and story he obtained featured the apothecary desk prominently, and it was then the duty of Grande and his group to supply the suitable product. Says John Shaffner, the episode’s manufacturing designer, “I do keep in mind the desk and a few dialogue about it as being the precise factor we wanted.”
Pottery Barn and Warner Bros. declined to touch upon the episode in query, in addition to the character of the businesses’ relationship aside from their present and previous product collaborations. (Final yr Pottery Barn Youngsters debuted a Harry Potter-impressed bed room assortment with Warner Bros.) Nonetheless, previous feedback from senior administration at each Pottery Barn and Warner Bros. reference the character of that relationship.
Patrick Connolly, then govt VP and CMO of Pottery Barn’s mum or dad firm Williams-Sonoma Inc., instructed attendees of the 2004 Catalog Convention that syndication of the apothecary desk episode is “the reward that retains on giving. The telephones mild up with catalog requests each time it airs.” And the 2002 e book Large Media, Large Cash: Cultural Texts and Political Economics cites that Peter Roth, then president of Warner Bros. Tv, mentioned the deal helped “offset the excessive price of manufacturing.”
Hollywood Branded, a content material advertising platform, experiences that 85 p.c of individuals discover product placement onscreen, and 57 p.c purchase merchandise seen in movie and TV.
So what occurs when what we would consider as “product placement” isn’t product positioned in a present or movie to promote that product, however as a substitute a product positioned in a retailer to, maybe, promote (or at the least reference) a present or movie? Can Pottery Barn’s new apothecary desk (riffing on its outdated apothecary desk) be thought-about reverse-engineered product placement? Or is it merely one other instance of a longstanding symbiotic relationship in media and merchandising?
As Kaitlyn Tiffany writes for Vox, manufacturers are more and more tying merchandise to standard properties and advertising towards their premieres. The third season of Stranger Issues is a latest instance. Loads of 1980s-era merchandise, like New Coke, seem within the present — and will seem like product placement. However as Netflix instructed Vox, “Not one of the manufacturers and merchandise that seem in Stranger Issues 3 have been paid for or positioned by third events. They’re all a part of the Duffer Brothers’ storytelling, which references 1980s shopper and standard tradition.” The cost, in impact, is model consciousness. You watch Eleven eat an Eggo waffle on Stranger Issues. Later, you would possibly choose up a field of Eggo waffles on the retailer.
Eggos and New Coke assist inform the story of the time, too — they’re narrative instruments simply as a lot as they’re promoting instruments. Within the case of Mates, Rachel and Ross’s spend-a-thons at Pottery Barn tells the story of Pottery Barn’s ubiquity within the early 2000s. Leisure Weekly’s assessment lauded “the mockery of omnipresent Pottery Barn, which nearly makes its mailbox-clogging catalogs appear worthwhile.”
What stays distinctive about Mates and “The One With the Apothecary Desk” is that the episode’s references to Pottery Barn are usually not at all times optimistic. Phoebe hates Pottery Barn — hates it! — as a result of “she hates all mass-produced stuff.” She needs her furnishings to “have a historical past, a narrative behind it.”
Pottery Barn’s $1,099 Mates Apothecary Desk, does, in a means, have a historical past and a narrative: It starred on Mates.
Join The Items’ publication. Twice every week, we’ll ship you the most effective Items tales exploring what we purchase, why we purchase it, and why it issues.