1Rockwell x

First-of-its-kind digital auction house
Technical Achievement / Honoree

Technical Achievement

1Rockwell built JOOPITER their own platform with a plan to disrupt the auction house landscape. Melissa Speranza, Sr Director of Growth and Marketing


Q: Can you briefly describe your project and the concept behind it?

A: 1Rockwell partnered with JOOPITER to create more than just a digital auction house. It’s a content hub and a community meant to bring different cultures together to converse. Backed by Grammy winner Pharrell Williams, the brand sells 20 years’ worth of his incredible luxury goods, hand-selected and studied by Archivists who defined their cultural value and importance.

Q: Once you settled on your idea, what influenced your decision on the chosen technical approach? How did it differ or go beyond approaches you’ve taken in the past?

A: A new and innovative brand needed to focus on its speed to market and its ability to iterate quickly, building on a variety of platforms that can move fast. SaaS-based tools are becoming more nimble, affordable, and accessible, allowing midsize brands the ability to move rapidly while spending less. We decided on a headless solution with the partnership of Shopify for commerce, Chord for content, and Basta for the auction capabilities.

Q: What were some of your biggest learning and takeaways from this project?

A: 1Rockwell’s role in the project was creating space for it to evolve and pushing the limits of innovation. The agency learned how to be nimble and pivot quickly. Weeks ahead of the launch, we were charged with facilitating an ID check for bidders, after the decision to enter the market with an open system was scrapped. Also the idea of merchandise surfaced, requiring the addition of traditional shopping functionality to the site.

Q: What web technologies, approaches, tools, or resources did you use to develop this experience (WordPress, headless, AI, Sublime Text, HTML5, Adobe XD, etc)?

A: The brand’s development relied heavily on outside specialists and innovators in fields from technology to design. Setting up a website with non-fixed capabilities was key to JOOPITER’s seamless launch and longer-term vision. 1Rockwell was enlisted to manage the development of the site, which had a hard deadline and required the constant implementation of new ideas.

Q: How did the final product meet or exceed your expectations? What results did you see?

A: The premiere auction, which drove $5.25 million in sales, surpassed expectations of $3.2 million and achieved 97% sell-through. The experience will continue to be revamped for future lots, focusing on other products and target audiences. The latest collection which launched in March 2023, “A Journey Through Gems”, was a private sale featuring iconic pieces from Lorraine Schwartz.
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