2023 International Visual Competition Awards
Temporary/Pop-Up Retail Space
A POP-UP SITUATED in a shopping mall for a run of 90 days, this temporary Felicity store took a mere 25 days of design and construction. Bursting with references to flowers and vegetation, the activation supported the brand’s new summer collection.
“Time was undoubtedly the number one challenge. The whole studio was involved and committed,” says Marco Ferrari, Creative Director, Ensemble, the firm behind the project’s design. “The art installations and wall graphics were also a challenge – to design and create something so detailed and harmonious in such a short time. Thanks to the commitment of many suppliers, we were able to get everything done on time and with quality.”
Customers were first greeted by the store’s façade within the mall interior, defined by an entry portal highlighted by giant, 3-D flowers off to one side. A large mirror and a display table with clothing fixtures to the right defined the first zone. Left of the entrance, tables displaying garments along with perimeter clothing fixtures guided guests toward the fitting area, featuring a giant mirror adorned with oversized flowers. The fitting area, which included pink and green fabric curtains, says Ferrari, was designed to be an ideal space for selfie-taking, allowing for Instagrammable moments in store.
RIGHT: Oversized, 3-D flowers beckon shoppers into Felicity’s temporary store.
Unique elements included the oversized flowers, which were made using cardboard molds cut to specific sizes. Their openwork fabric is natural raffia, hand-woven with cotton fibers that go through a “sizing process,” giving them enough rigidity to maintain their structure. The piping and ends are made of natural cotton yard that is hand-baked and hand-glued.
“One of the most rewarding parts of working on this project was the opportunity to collaborate on a pop-up store with a limited duration of a few months,” says Ferrari. “This feature gave us ample freedom to experiment with different elements and take advantage of the brand’s prints and proposals for the spring season … This creative freedom was very enriching.”
PHOTO GALLERY (7 IMAGES)
📷 Gonzalo Viramonte, Córdoba, Argentina
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