20 x 20 Victoria Sport Booth
POPSUGAR Play/Ground, Pier 94, New York 2018
DESIGN BRIEF: Execute a physical “Locker Room” pop-up experience to drive shopping & preview Victoria Sports products, in addition to an Instagram-worthy moment to share on social media. Considerations include; Victoria Sport branded elements (logo, colors, hashtag for sharing) Product should be the hero and easily shopable, don't want to rely heavily on actual lockers as they take up valuable space and will have to be outsourced.
BRAND INSPIRATION
The branding for Victoria Sport has both soft & strong messaging, the clothing and store aesthetic are delicate and glamorous, and the women who wear the clothing are tough and unbeatable
GRAPHIC INSPIRATION
Piccino is a children's fashion store whose interior design uses sketched images of furniture and decor to suggest a style rather than rely on physical pieces. It creates a clean, fun feel to the space and maximizes the usable product space inside the store.
THE DESIGN
The locker room effect is achieved by individual nooks for each element of the clothing brand. These nooks create four walls that separate the space and also create a natural flow from every angle.
The lockers are implied by graphic representations with graffiti-style brand messages. This helps keep the space open while repeating images on the internal sides to suggest the continuation of similar functioning spaces.
Since the marketing images are of powerful, strong, women, I wanted an edgy feel to balance the ‘cuteness’ of the graphics. So the metal structure is exposed on the trim and the benches in each nook have a similar strong metal feel.
The Instagram-worthy moment comes in the form of a cutout graphic. Attendees can post themselves as part of a Victoria Sports advertising image with suggested hashtags that represent the company's campaign.
Two actual lockers are used for storage of extra merchandise and exhibitors' personal property. This allows for purchases to be made in the exhibit hall.