The brief for this project was developed along with the client from the start. There was no clear direction initially, but following a successful development meeting, the principle of the Pop-up shop was outlined. To increase the awareness and improve the card/giftwrap offer within store, Hallmark needed a highly flexible display. Anticipated for seasonal events predominantly, the unit would need to be mobile and visually engaging.
Following initial brief development with the client, the goal became clear. Raise awareness of the card and gift wrap offer in store, make a highly flexible display and ensure that seasonal events can be fully represented. The pop-up shop design was made according to the brand’s tangible and intangible characteristics. While the materials were specifically chosen to enhance the brand’s message.
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We managed to meet every key criterion of the brief, whilst also creating a destination within store. Following trials, it was found that product sales increased in the previous year. It was also documented that customers felt that, by having a pop-up shop such as this, they were drawn to it and awareness of the offer was increased.
