Popping Up With Attitude!

August 28, 2011

Pop Up Retail, there is not much more we can say about it that we have not said in our previous posts, still for new readers I can sum it up for you and say, we absolutely love it. The concept as a whole, the creativity it encourages and delivers has injected a renewed and much needed freshness into retail design.

Pop up stores allow brands to deviate from their brand design manuals as they are not inhibited by store fronts, columns or other architectural obstructions. The concept allows the brands to aim at a more specific target audience; trendier or edgier audiences perhaps, take this Louis Vuitton pop up store as an example, the difference between this store and a traditional mall based Louis Vuitton store like this one is night and day, yet both of them have their own merits, but this goes to highlight how the pop up store concept has allowed the teams at LVMH to push the boundaries and create a new urban image that deviates so far from their normal elegant, chic and opulent stores, which in turn makes them more attractive to a new type of customer.

Another brand that has made a huge statement on the pop up circuit is Tommy Hilfiger. They have created a pop up shipping container for the Bread & Butter fashion trade show in Berlin, best of all they have created a green pop up retail project using recycled containers and using recycled materials for the interior fit-out, the entire project took 7 days to place, construct and fit out, the short time scale is a by product of using the recycled materials rather than commissioning new fabrications that need to be designed and built from scratch.

As you can see from the images below, Tommy Hilfiger have used striking graphics on the exterior to attract attention, this takes me back to my earlier point about how pop up retail allows us to deviate from the more stringent design constrictions of modern mall or high-street retail space. Further highlighted by the graffiti esque rear entrance that has a certain back street, down and dirty charm to it and similarly backed up by the inclusion of further elements such as the lighting, the music area and the large scale interior graphics are all characteristics of this pop up space that would be difficult to replicate in a traditional Tommy Hilfiger store on the high street or inside the mall.

The team at Two Times Twenty Feet are responsible for the design and manufacture of the containers and supplied the images below. Looking at their website and their previous works you can see how they are really steaming ahead, pioneering the evolution of container architecture and design, an awesome job guys!

We first came across this project on Inhabitat’s site