On The Edge, Part III

International Visual Competition First Place: Temporary/Pop-up Retail Space
Asics, Florianópolis, Brazil
“Asics Ironman”
Marcelo Bicudo, vp of strategy and creation, Epigram Communication & Branding, São Paulo

When you’re asked to generate a 30 percent increase over the previous year’s sales, while maintaining the brand perception for the world’s most challenging athletic competition, what do you do? When it came to the Ironman Triathlon, the designers at the Brazilian design firm, Epigram, decided their only option was to think big, or rather, to think of giants. 

“Overcoming the supernatural demand of this triathlon transforms athletes into giants,” says Epigram’s Beto Rando. “From there came the concept: ‘Giants by nature. At sea, on land, overcoming limits on the island of Floripa.’ ”

Running shoes inspired the shapes and contours of this temporary store, which features graphics of athletes and construction that invites the customer inside through a tunnel to a display of limited-edition shoes. “The shapes represent the shoe’s iconic weave. They did a good job of taking a simple, recto-linear form and breaking it down,” says judge Jay Kratz, founder of Cincinnati-based JAK and Associates Design LLC.

For more first place winners and honorable mentions from VMSD's 2014 International Visual Competition, please check vmsd.com throughout the month of July for parts I-IX.

Please click here to check out Part I.
Please click here to check out Part II.

For the full article in VMSD's July issue, click here.