I-AM was selected by Deloitte Digital to curate and design a pop-up concept store for their client Eastpak starting in November and coming to a close at the end of December last year.

The pop-up concept brief was to test digital browsing and shopping behaviour within a real store environment with little product on display against the traditional store aesthetic.

In addition I-AM was tasked with creating an experience befitting the young Shoreditch urbanite. A target market fully immersed with the latest experiences, technology and pop-up concepts. Our creation had to be enticing enough to draw their interest.

Eastpak
  • pop-up store sourcing & management
  • Pop-Up Detailed Design Drawings
  • Pop-up fashion store
  • Pop-Up Retail Concept Design
  • Pop-up store Design
  • pop-up store management
  • Pop-up store Planning
  • Pop-up store Project Management
  • Pop-Up stores - brand sourcing, liaison & management

Brief

I-AM was selected by Deloitte Digital to curate and design a pop-up concept store for their client Eastpak starting in November and coming to a close at the end of December last year.

The pop-up concept brief was to test digital browsing and shopping behaviour within a real store environment with little product on display against the traditional store aesthetic.

In addition I-AM was tasked with creating an experience befitting the young Shoreditch urbanite. A target market fully immersed with the latest experiences, technology and pop-up concepts. Our creation had to be enticing enough to draw their interest.

Solution

Working closely with the Deloitte team, our designers developed a concept that was focussed on the consumer journey and an experience that would capture the imagination whilst hosting the technology and product required to carry out the six-week test.

Setting the retail shop window back. I-AM created a block red vinyl window, with logos as well as a social hub as the first point of contact within the store, where customers could grab coffee from a retro mobile unit and browse the internet on vibrantly painted red benches underneath a static Eastpak LCD screen.

The entrance to the store was marked by a second frontage consisting of Eastpak product suspended amidst red rope with an interactive progressive art walkway in-between leading to the store environment.

The space had been designed to create intrigue and discovery with the consumer journey carefully mapped out to ensure guests experienced the entire design.

Results

Over the six-week period the pop-up welcomed more than 3,000 people through the doors, played host to three evening events and also showcased 16 designer bags which were auctioned off for the Designers Against AIDS charity including pieces from Jean-Paul Gaultier, Manolo Blahnik and Walter Van Beirendonck.

Eastpak
Eastpak
Eastpak
Eastpak