This goal of this project was to research and develop creative branding in a physical space. We were asked to design temporary pilot stores for web-based brands. The pop-up shop had to encompass the company identity and embody the brand. These stores had to embody the brand and promote it further, ideally by taking advantage of the affordances of physical spaces. They were also supposed to be no more than 400 sq. ft. Through this brief, I developed a pop-up shop concept for the company Eone, who develops tactile timepieces.
1 month long project
Paper, foam board, Photoshop, Rhino
- Initial Brand Research
- Context and site consideration
- Form Iteration
I began the project by researching the company and its products, identity and customer base. Through this I developed a client brief which outlined brand insights. These points were used as a basis for concept development and how determine what the physical store could bring that the website lacked.
- Eone provides a discreet and intuitive sensory experience
- Eone speaks with a stylish, innovative and modern aesthetic
- The use of the product supports accessibility and inclusivity
These insights help to drive my concept for the pop-up shop. I used these considerations to inform the intention of shop, affordances, interactions, materiality and style.
Site Plan at Market Square
This location was determined based on the target audience. Market Square consists of many middle-upper middle working professionals that may identify with innovative nature of the Bradley Timepiece. In addition, the off center position plays with allows room for the shadows of the pop-up shot to complement the surrounding space. Being too central does not allow for a hierarchy in the entrance. Although both sides can be entered, there is still a preferred entrance that can help to facilitate a natural flow through the pop-up shop. In addition, the more open section allows for some people to linger. This section’s adjacent location to the center of Market Square helps to facilitate the flexibility/choice of static and fluid movement of people.
Concept Research and Development
Concept 01 – The Interactive Timepiece
The following form development helped me decide the mood of the environment. I knew I wanted to create a contrast to the environment of Market Square, and create a quiet beacon where people could rest or reflect.
Initial Pop-up Building Sketches
The forms were inspired by the slow and continuous movement of time. In addition, some of the regular geometries are inspired by the Eone product, The Bradley. Some forms were also formed around the words
capsule, protection, safety, fluidity, and balance.
However, some issues related to the relationship with the pop-up shop I was developing and inclusion of the product into the space. Because Eone relies on the product’s tactility as a selling point, which the website cannot provide, I decided to make sure the product could be available in the store.
I wanted the specific interaction to highlight the importance of materiality in the product, and qualitative timekeeping. This sparked an idea for a rotating pop-up shop and a textural ceiling / walls where people can uncover information about the product.
My first concept developed from a quiet space into an area with an embedded product in the walls. The watch would emerges within the quiet space. Interactive floors allow for exploration. However, there were many issues with this idea in relation to inclusivity and confusion. I still had not developed the core impact of the experience.
Concept 02 – The Tactile Museum
After my first iteration, I prioritized the importance of the material. This aspect does not come across from the website, especially because the product use and material experience is different in person.
^Table of interactive materials (titanium, steel, rose gold, matte black, etc.)
^Sketches of interaction — the relevant product would emerge from the material
^Refined form exploration
Below is a more detailed story board of my second concept. Many of the themes from my first concept remained consistent, including the idea of a beacon and contained space that would contrast from the busy market square. However, the materiality and tactility is a core selling point of the company. I wanted the pop-up shop to emphasize and explain this quality while promoting the product.
Below is a concept statement with a breakdown of interactions and resulting experiences of the audience.
Critique: The overall form represents the brand, but the hill and the pathway leading up to the area is redundant. The table is also better inside because it should have more emphasis, not exist as an afterthought.
Further form development:
Key Components: company story and mission (located on the wall), primary interaction that explains the material, and a product table where people can try on the Bradley.
During the critique of my initial photomontages, most people thought my images were on brand. The visual elements successfully communicated the feeling of Eone and their product, the Bradley Timepiece.
However, only one person thought my interactions were clear. The interactions are pictured too small or ambiguous to give a clear sense of what will happen in the space. In addition, the sense of scale is very confusing because there is only a small suggestion of how a person would fit into the shop.
In this next development, the largest issue was way-finding through the space. There were too many openings in the form that can confuse people about the Eone story because they may miss important information and not get the full experience.I also had to reflect on where information was placed, and whether that might be missed (ex. if it’s on the outside) if people do not have a clear path through the shop.
The 3D model made in Rhino helped me determine how the space would feel. I did not realize the 11 ft high ceiling was so tall until I stepped inside my model from a person’s perspective. In addition, the entire form felt very tube-like and almost too spread out. The triangular opening was also very large compared to how I planned for the space to feel. My next plan was to shrink down the entire space.
Below is some potential media to be used inside the shop.
Final Form Adjustments
These models are a smaller version of the initial form and use angles and shapes that match the forms in the Bradley Timepiece. In addition, the height was reduced and the larger opening is more of a subtle unfolding that allows for a peak into the space. The story of the company will be placed so that it can be seen from the unfolding side of the model. The slit on the left uses the triangular cuts and angles in the details of the Bradley. This peak hints at the exciting material learning interaction. The flat side wall on the left will be made of glass; this will add more light to the inner space and show off the interactions inside while keeping the path of the space clear.
Final Plan Elevation Drawings