Client
LNER: a leading UK train operator connecting London to the North and Scotland
Event
Customer Experience
Sector
Transport
Background
LNER were preparing to reopen their refurbished First Class Lounge at King’s Cross. The space had been redesigned to elevate the customer experience, and they wanted a small selection of merchandise to support the relaunch – items that felt aligned with the new look and added value for customers using the lounge.
The focus was on subtle, useful pieces that fit naturally into a travel environment.
The Challenge
This was not about large-scale merchandise.
The items needed to:
- Reflect the premium feel of the refurbished lounge
- Be genuinely useful for customers in transit
- Align with LNER’s brand and colour palette
- Sit naturally within the lounge environment
Anything overly promotional or unnecessary would feel out of place.
The Merchandise
LNER selected two simple, functional items designed specifically for travel:
Mr Bio Multi Cable
A compact, multi-use charging cable ideal for customers needing to charge devices while spending time in the lounge.
Phone Stand Keyfob
A small, practical accessory that doubles as a phone stand – easy to carry and useful both during and after the journey.
Both items were chosen for their practicality and relevance: they support the customer experience without feeling like typical branded merchandise.
Designed for the Space
The products were selected with the lounge environment in mind – the charging cable could be used immediately within the First Class Lounge, adding value in the moment, and the keyfob phone stand provided a simple takeaway item that continued to be useful beyond the journey.
Relevant colours ensured both items aligned with the refreshed space and brand identity, helping them feel like a natural extension of the environment rather than an add-on.
The Impact
The merchandise complemented the reopening without overpowering it.
- Items felt relevant to the travel experience
- Products aligned with the premium lounge environment
- Customers received something useful rather than disposable
- The brand was reinforced in a subtle, considered way
The result was merchandise that supported the experience rather than interrupting it.
The Takeaway
In premium environments, less is more.
When merchandise is chosen carefully, it can enhance the experience without needing to be the focus. Practical, well-designed items that fit the setting will always have more impact than something purely promotional.
Want the quality of your merch to reflect the quality of your brand? Check out our range of premium gifts or get in touch with the team today.
