To give our audience eyes and ears into the live judging sessions that took place at Frame Awards 2020, we're sharing coverage of the insightful jury conversations that decided the winning projects. Below, we celebrate the recipient of the award for Pop-Up Store of the Year: Nike’s House of Innovation In-Store Installations by Coordination Asia. Find the full collection of reports in our newly released May/June 2020 issue, Frame 134.
Shanghai – Although more in-store installation than pop-up store, Coordination Asia’s House of Innovation (HOI) project in Shanghai has the typology’s hazy classification to thank for its win. What constitutes a pop-up these days? That question dominated the start of jury deliberations. ‘It’s a marketing tool,’ answered Andreas Bozarth Fornell of Specific Generic. ‘They’re opportunities to engage your customers,’ said Natacha Prihnenko of Hermès, ‘but maybe we should accept that a pop-up is hard to define.’ That’s because some are there today, gone tomorrow, whereas others linger longer than a pop-up perhaps should. Some travel around, others are purpose-built. The jury conceded that while no entry reinvented the genre, Coordination Asia’s was ‘a strong entry on multiple levels’.