Producers of pop-up shops and experiential marketing stunts are calling on set design and fabrication shops to build attention-grabbing environments and props.
The Super Mario 3-D Land for Nintendo 3DS launch took over Times Square with a life-size replica of one of the game’s levels fabricated by EPS-Doublet. Visitors entered through a 20-foot-tall 3DS unit.
Photo: Keith Sirchio for BizBash
For the DVD release of Boardwalk Empire’s first season, HBO redesigned its New York retail store to look like a speakeasy. Zoom Media worked with fabricators Merrimack and Monitor and set designers Grodner Metalcraft to create the wallpaper-covered walls, hardwood floors, and custom bar.
Photo: Jika González/BizBash
H&M opened a pop-up shop in New York to preview its The Girl With the Dragon Tattoo collection. Daddy-O Productions created industrial building facades, as well as a corrugated-metal coffee bar and faux lumber stacks.
Photo: Jika González/BizBash
To announce that Target would be selling produce, David Stark designed trucks that looked like huge shopping bags to distribute groceries to pedestrians in Chicago and Washington. Atomic Design created the carved foam vegetables and bag topper.
Photo: Courtesy of Atomic Design
For the release of the Windows Phone 7.5, Wexley School for Girls constructed a 55-foot-tall cell phone in Herald Square. Showcasing the phone’s tile-based organization, it was divided into two stages that were covered by video walls when not in use.
Photo: Courtesy of Microsoft
CBS Design and Fabrication Services worked with Target 10 to create a bathroom display that toured gay pride festivals in 2011 to promote Rogaine and Neutrogena Men. The setup included two working sinks; workers handed out products from inside medicine cabinets.
Photo: Courtesy of Target
L.L. Bean asked Florida-based Echo Artz to fabricate a 13-foot-tall replica of their Maine hunting shoe. The fiberglass structure was sculpted onto a truck, which parked in Times Square for a public promotion.
Photo: Anna Sekula/BizBash
