Temporary/Pop-Up Retail Space
“Kate Spade Shoppable Barricade”
The Science Project, New York
Construction barricades are often unsightly, but necessary. To generate excitement and intrigue for a new Kate Spade New York mall location, the Science Project created an interactive, digital barricade, which customers used to shop for and order Kate Spade apparel until the physical store behind the wall opened. The wall also provided Kate Spade with a better understanding of local consumer interests, based on the data it collected.
“It’s not just a dead façade,” Visual Competition judge Michael Brindley, design director, Fitch, said. “You’re building a brand ambassador before you’ve even opened the store.”
The retailer has incorporated this element in other under-construction locations and plans to continue in 2016.
Read more about the 21st annual Visual Competition winners featured in VMSD's July 2015 issue by clicking here, and be sure to check vmsd.com throughout the month of July for parts VI & VII of this Visual Competition coverage.