What happens when Europe’s largest tech retailer teams up with a pop legend?
Why now?
MediaMarktSaturn is at a turning point: with over €22 billion in revenue (2023/24) – around 24% of which is online – the demand for differentiation, emotional connection, and new audiences is growing. Robbie Williams, 14-time UK number one artist, was the perfect partner for a bold sonic experiment.
The key questions?
Can a private label spark the same excitement as a superstar? And - how do you translate three decades of pop history into a product that resonates with both fans and the market?
Private labels in the tech sector are often perceived as purely functional – rarely as desirable.
Our mission was to redefine “private” when collective identification is at play.
Fan relevance as a design principle
With strategic brand insight, precise industrial design, and a sense for cultural dynamics, we created a product line that blends emotional meaning with technical substance.
Every element was designed based on real usage scenarios and in close collaboration with the artist himself.
The design: black, minimal, with a golden signature. Gold represents his iconic stage presence as an entertainer, standing out against the elegant black.
A setup that works just as well on stage as it does in the living room – and on the shelf as a collector’s piece.
Technology meets timing
Coinciding with the start of his European tour, the first limited PEAQ collection will launch in July 2025.
Six products – including headphones, speakers, and a soundbar – will arrive in stores and online this summer. The timing is no coincidence, but a strategic choice: maximum visibility, emotional momentum, and cross-channel relevance.
This edition marks the beginning of a three-year partnership, with space for future releases, formats, and fan relationships.
