Inspired by years of Stella Artois connecting people around the dinner table, our mission

was to help Canadians reclaim their dining space. How? By creating a multifunctional

table that transforms from work mode to dinner mode. Its design helps to reimagine

small spaces, delivering functionality for condo living, a mission that many furniture

companies under deliver on.

In 6 months, we designed a consumer-focused product, found a manufacturing partner

with shared values, and had it in market ready to ship to the masses. Our product

provided true value and we were able to establish a competitive edge by offering

technological innovation in a new category, even at our premium price of $2199 CAD.

Working from home has become a reality for nearly 76% of office workers. Alongside the rise of

small-space condo living, this has forced many to transform their dining room tables into office

desks. The result? Constant work reminders, making it impossible to disconnect at 5 pm to enjoy

a meal with the people that matter.

Stella Artois is a brand that empowers people to savour life together around the table. So, with

the dinner table under siege, we went beyond our liquid to create an innovative solution to

change the way people live.

Introducing, The Savouring Table: a one-of-a-kind multifunctional piece that easily transforms

from a desk into a six-seating dining table. With its hydraulic flip-top mechanism, it allows for a

seamless transition from work mode to dinner mode, all while combining a variety of features to

enhance your 9-5 and 5-9.

Table Sales: Sold out in the first 2 weeks. Generated $4.7M in sales and counting, and have garnered 83M impressions and counting.

Incrementality:

• Stella Artois entered a new category, broadening the Mother brand reach, while elevating the Stella Artois consumption experience.

• Extended into North America in 2024 and is now a staple piece in the Transformer Table’s product portfolio.

• Evergreen partnership with a profitable cost model and ongoing brand salience at no incremental partnership or marketing costs to Stella Artois.

Grew Stella Artois’ Beer Market Share: +0.07 Q4 vs. SPLY

Grew Brand Love in Canada’s largest city, Toronto: +5.62 pt Q4 vs. Q3

The Savouring Table is a one-of-a-kind multifunctional piece that transforms from

a desk into a six-seating dining table. Our hydraulic flip-top mechanism allows for a

seamless transition from work mode to dinner mode.

But we didn’t stop there.

We combined a variety of features to enhance both your 9-5 and 5-9. The ergonomic 9-

5 set-up includes integrated docking stations (6 USB ports and 8 electrical outlets), 4

monitor brackets, and a portable Bluetooth speaker. For your 5-9, disconnect with one

swift movement and use the integrated bottle opener to start your dinner with a Stella

Artois.

To ensure we truly deliver on small space functionality, The Savouring Table offers

modularity so you can split the full-size table into 2 units that can be

reconfigured to fit your space.

Finally, to drive appeal with the 25-45 urbanite we designed the table true to our

premium brand identity. The table has a solid oak veneer finish to protect

against heat, stains, and scratches. Topped off with golden steel accents, including a

subtle integration of our Stella Artois star.

The Savouring Table is now a staple within Transformer Table’s product offering and is

available to purchase on Transformer Table’s e-retail platform: https://ca.transformertable.com/pages/stella-landing-page