Phone Box - American Express®

We were commissioned to create classic British phone boxes in a deep shade of blue, a signature color for the Blue from American Express® campaign. The phone booths would be shipped to cities like London, Mumbai and New York where they would be outfitted with iPads to help the company promote the user experience of a new app.

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Telephone booth design

We went back and forth with the client discussing the various historical iterations of the phone box: we looked at the window mullions, the style of the dome and the base, ultimately settling on the K6 booth, originally designed in 1935 to commemorate the silver jubilee of King George V. 

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Roof shell design thermo-formed plastic

Known as the “jubilee” kiosk, it was number six in the line of telephone box designs that began in 1920 (K1 was made from concrete, clearly not practical for this project!). K6 was the first British phone box to be used extensively throughout the countryside and was designed in pieces to be transported. 

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Welded steel base wood metal

Through researching plans available online, we were able to get a pretty good lock on how they were built–from cast iron frame pieces that were bolted together and installed on a concrete base.

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Wooden crate design

Our replica of the iconic British phone booth needed to be sturdy enough to accommodate a steady flow of visitors while light enough in weight to be shipped around the world. We had to create a structure that could be easily assembled by a trade show crew and later taken apart and packed in a custom shipping crate.

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Custom aluminum extrusion cut to lock together, powder-coated to match logo color

Most important, the deep blue had to be a perfect match to the proprietary hue requested by the client.

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Matching lacquer paint to corporate logo color

Since the design would be replicated several times over, we started by building a prototype for client approval. We wanted to make sure we got it right the first time.

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Fiberboard base

The main materials were heavy steel for the base; extruded aluminum for the frame; PVC plastic, PVC plastic sheets for the dome; and medium-density fiberboard (MDF), a sturdy manufactured board, for the floor.

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Custom aluminum extrusion cut to lock together, powder-coated to match logo color

We had the aluminum frame pieces custom manufactured in interlocking parts similar to an erector set so the booth could be easily assembled. We partnered with a plastics manufacturing company, sending them a CAD file with the specs so they could cast a solid PVC dome that could be affixed to the top of the structure.

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Assembled booth - matched wood, metal & plastic paint

Painting proved to be the biggest challenge, since the three main materials–aluminum, wood and plastic–would each hold paint in a completely different manner. We had to create three different paint formulas so the overall glossy finish would be a consistent shade of blue. This was a complicated process that involved concocting a powder coat to paint the aluminum and the blue lacquer on the dome.

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Custom shipping crate wood metal foam

We built custom padded crates to ship the flat-packed components, and are pleased to report that the final shipping weight was under 500 pounds–most of that was the crate itself.

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Shipping crate for phone booth

The five phone boxes created so far have been a success, crisscrossing the globe with visits to London, New York, Phoenix, Salt Lake City, Manila, New Delhi, Mexico City and more. They are also durable. The only repairs we’ve had to make has been to a single shipping crate lid. Indeed, we would rather repair the crate than the contents!