After doing stints at Brooklyn Museum and the William Vale Hotel, New York City–based jewelry designer Marla Aaron’s fine jewelry vending machine has been moved to its third location—inside cool accessory brand MZ Wallace’s flagship store in New York’s SoHo (93 Crosby St.).
The machine debuted inside the store, its first retail partner, yesterday and will be there through Feb. 24. The brand says it’s meant to be a Valentine’s Day installation.
Part of that installation is an adorable short film, Love Is Everything, that machine users and lookie-loos alike can watch on the vending machine’s screen.
The brand conceptualized the video with creative agency Something Different. It shows young kids try to recite and make sense of William Shakespeare’s satirical Sonnet 130 (“My mistress’ eyes are nothing like the sun…”). The video ends with several kids saying “Love is everything” in quick succession. The kids are criminally cute, and the custom video has already caught the eye of AdWeek and other advertising and marketing watchers.
Here’s the video in full—it’s worth a watch:
“The film will be running through Valentine’s Day on our website, in our vending machine, and here, forever,” the brand states on its website. “We would like to touch as many people as possible with this message.”
Jewelry tucked into the vending machine at MZ Wallace was hand-selected by MZ Wallace cofounder Lucy Wallace Eustice and the designer. Prices for styles range from $125 to $1,496.50.
Top: Marla Aaron’s vending machine at MZ Wallace in New York City
[Update: A previous version of this story reported that the vending machine had been robbed last year, when the event was actually credit card fraud totaling $13,000—the vending machine was not robbed.]