Pop-up concept for SFS
event design
branding
art direction
limited time and budget
Challenge
Celebrating its 10th anniversary, a vintage store hosted a pop-up event to showcase its new collection and held a public talk. With the limited time and budget, the challenge was to combine a shop and a lecture space in one pop-up concept.
Inventing the Style
Visual Concept
Unfortunately, SFS didn't have an explicit branding or concept for the visuals for the pop-up. The only solution for me was to analyse what their shop looks like and invent a bold style to fit their aesthetics. They use a lot of wood and bright red railings in their interior, which is how the industrial look originated.
It was decided to divide the place into 3 zones: shopping, fitting rooms, and the lecture zone.
zone 1
Shopping & Collection Preview
zone 2
Fitting Room
zone 3
Lectures
Result
The event ended, but the decorations became so ingrained in the brand's DNA that they were given a second life and are still part of the interior design of the SFS brand store.
