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Urban Decay, the American cosmetic brand that is known for their eccentric line of trend-setting products, partnered with Primary Color to produce a digital presentation and a pop-up shop. The venue was a hotel in Paris, France with two simultaneous events – a presentation in the lobby and a workshop in a conference room.
The challenge was Primary Colors comprehension of the overall goals of the event and meeting the engineering, branding and execution expectations of Urban Decay.
The first task was to develop a digital presentation that would be viewed by hundreds of retailers in the hotel lobby. The presentation was designed to catch immediate attention and compel retailers to visit the private pop-up shop in an upstairs conference room.
The follow up project was to transform the conference room from a hotel setting into an Urban Decay branded pop-up shop in thirty minutes. This included placing 20’ x 10’ wide graphic graphic walls to cover the existing decor, hanging custom printed curtains over existing windows and adding Urban Decay’s own light sconces without damaging the room’s existing walls or fixtures. The de-install and restoring the conference room back to its original state had to be done in thirty minutes so the next presenter could setup.
To fully comprehend the creative vision we provided on site creative services at Urban Decay headquarters for ten days. Forklift – our creative services division, was responsible for this braindump, allowing our artists to communicate directly and efficiently with the Urban Decay team for production of the animated lobby presentation. Strong emphasis was put on the pop-up shop to mirror a real store, which involved engaging with our fabrication and installation teams.
We conducted site inspections in Paris enabling our designers to create 3D renderings of the space and provide concepts for the display options. With these renderings, Urban Decay could visualize the space during the creation of their displays and artwork.
Our Triga display system was the ideal pop-up shop solution. Triga met the requirements of a quick install and take down while respecting the hotels architectural integrity. We were able to completely outfit the room’s perimeter with large fabric banners without having to utilize the room’s walls. And the Triga system was versatile enough to where curtains and light sconces could be attached to it.
The challenge of engineering, producing and installing an international retail pop-up shop in a hotel conference room was the task put in front of us. We were able to meet the eight week schedule and logistical challenges. Our installation team traveled with our client to Paris to ensure timely setup and take down of the Urban Decay pop-up shop.
Primary thrives on going the extra mile for our clients and we did for Urban Decay.