Los Angeles – Forget the feeling of structural permanence that many pop-up shops go after, using heavily branded, theme-based display elements. When British retailer Browns Fashion headed to Fred Segal, they wanted to convey something completely different: a sense of urgency.
For the brand’s first project outside the UK, design consultancy Brinkworth focused on the nomadic nature of this retail space: the residency was only eight weeks long.
To highlight the ticking clock, the designers used two elements that usually don’t make it to the front end of a store: a set of 18 industrial trolleys for the clothes and some pieces of recycled construction foam and insulation panels to display shoes and accessories. This created a completely mobile system that enabled quick set-ups and gave the Browns team total flexibility to present the inventory.
‘We have introduced a new set of tools in the form of freestanding elements that facilitate varying retail moments, enabling Browns to host an exciting and ever-changing environment,’ explained Brinkworth CEO Adam Brinkworth.