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Stairlifts carry stigma as purely medical devices associated with loss of independence and decline, so design-conscious consumers delay adoption and people who value style resist a product that actually enables independent living. That clinical image meant stairlifts had never appeared in national lifestyle or design media, even as Stannah prepared to launch its premium, design-led 158. Bottle's view was that in stigma-shaped categories information rarely changes perception while fame and culture do, so an authentic endorsement from a famous designer who genuinely needed the product could reframe ownership as an empowering design decision.

Bottle partnered with Dame Zandra Rhodes, the 85-year-old fashion designer who genuinely needed a stairlift, and installed the Stannah 158 in her London Rainbow Penthouse as a confident design choice. A single in-home shoot with a Getty photographer and Bottle's in-house creative team produced editorial features, POV reels, behind-the-scenes content and a collaborative Instagram announcement post across brand and talent accounts. Earned coverage ran across Metro, including a three-page spread, The Telegraph with syndication to Yahoo and MSN, Design Insider and a THIIS front cover.

The work landed because authenticity turned a branded collaboration into a credible design and independence story, and one shoot fed earned media, talent social and owned channels at once, each with a distinct job. Rhodes' own network, including Lulu Guinness, engaged organically to compound reach. Bottle reports 955K social reach, 3,214 engagements, 16 pieces of coverage with 2.8m+ reach and share of voice up from 45% to 68%; every figure is agency self-reported, and the launch date, budget and commercial impact are not disclosed.