IIDA Perspective - Spring/Summer 2017 - 35

the wall were the words, "Start with
dessert because life's too short."
"For high impact, we integrated vinyl
graphics throughout the exhibit to tell
stories," Ciesielski says.
The six themed rooms were separated
into distinct showrooms. "Much like
we do in our stores, we also placed
directional arrows on the floor to guide
our visitors through the space," Ciesielski
says. To reflect IKEA's costconsciousness (and to offset the pop-up's
short life span) the team integrated the
design into the original structure and
materials of the building. "As much as
possible, we used our IKEA product
range for displays throughout each room
in the exhibit. This not only allowed us
to keep the construction costs down, but
enabled us to present our products, show
our expertise in home furnishings, and
encouraged visitors to touch and try,"
she says.
But that's where any influence
from permanent IKEA stores ended.
What made this pop-up a true event
was the way the designers prioritized
interactivity. There were only about
50 products available for purchase,
and most were small enough to be
showcased on display shelves in the
various themed rooms. For instance, the
dessert room featured baking tins and
measuring cups, while the hosting room
peddled dinnerware and utensils.
And there was nary a shopping
cart in sight. Instead, upon entering,
shoppers could pick up wooden mixing
spoons armed with radio-frequency
identification to scan the items they
wanted to purchase. At the end of their
journey, consumers could pick up their
desired wares.
Most of the rooms had freebies, too,
including a large greenery display where
visitors could collect free seeds to start
their own herb gardens. And the full
kitchen display allowed for daily food
sampling. Meanwhile, visitors had the
chance to experience IKEA kitchens
using virtual reality technology.
"The space was designed into
interactive rooms to help people get
started with their fooding journey

The 2016 pop-up for Everlane was
designed by StoreyStudio, London, England.

THE DESIGNER
FOR THE JOB

For professionals looking to play in the pop-up space, competition can be fierce. "A
number of years ago, more and more set and theater designers began designing
restaurant and retail environments, including pop-ups," says Tanya Spaulding,
principal, Shea Design.
It's a logical option. "Set designers have experience in temporary and unexpected
materials, quick builds, and wow factor," says Robert Storey, creative director,
StoreyStudio. "In set design, you generally try to create one
set that can morph into 50 or 60 sets."
Storey's own career began in set design. That experience
primed him to make lightning-quick decisions and deliver
high-impact visuals. Set designers are adept at sudden
change as well, a skill that frequently comes in handy in
the fluid, unpredictable world of pop-up design. The site of
Storey's 2014 Nike pop-up in New York, New York, USA, for
example, changed midway through construction. And the site
of his 2016 Everlane Shoe Park store changed two days before
Robert Storey
opening. "We moved to a bigger space, and we had to get
more cork to cover the floor [in a hurry]," Storey says.
The most successful designers bring practicality and operational knowledge but
never lose sight of the opportunity to create attention-getting focal points. Designers
who are accustomed to creating more temporal spaces may lack the appropriate
building knowledge, and designers more focused on materials may lose sight of the
big-picture "wow factor." "Our approach is create compelling and dynamic spaces,
especially in pop-ups, but to also apply practical production knowledge appropriate
for the space," Spaulding says. "If it needs to last, it must be built to last."
Spaulding suggests bringing the two worlds together. "Our focus in all spaces,
regardless of size or purpose, is to design an experience. We do that by bringing
together professionals of different backgrounds and expertise like graphic
design, marketing, visual merchandising, interiors, and architecture. That
combination allows us to go beyond the traditional borders of design professionals
of different backgrounds."

spring/summer 2017

perspective

35



Table of Contents for the Digital Edition of IIDA Perspective - Spring/Summer 2017

IIDA Perspective - Spring/Summer 2017
Contents
From IIDA
Next
World View
Sum of Its Parts
Talk, Talk
Pre/Post
Data Viz
A Common Good
Pop Goes Design
A New School of Thought
Balancing Act
Scratch Pad
Insider Intel
Sound Bytes
IIDA News + Updates
Why This Design Works
IIDA Perspective - Spring/Summer 2017 - IIDA Perspective - Spring/Summer 2017
IIDA Perspective - Spring/Summer 2017 - Cover2
IIDA Perspective - Spring/Summer 2017 - 1
IIDA Perspective - Spring/Summer 2017 - Contents
IIDA Perspective - Spring/Summer 2017 - 3
IIDA Perspective - Spring/Summer 2017 - 4
IIDA Perspective - Spring/Summer 2017 - From IIDA
IIDA Perspective - Spring/Summer 2017 - Next
IIDA Perspective - Spring/Summer 2017 - 7
IIDA Perspective - Spring/Summer 2017 - 8
IIDA Perspective - Spring/Summer 2017 - 9
IIDA Perspective - Spring/Summer 2017 - 10
IIDA Perspective - Spring/Summer 2017 - 11
IIDA Perspective - Spring/Summer 2017 - World View
IIDA Perspective - Spring/Summer 2017 - 13
IIDA Perspective - Spring/Summer 2017 - Sum of Its Parts
IIDA Perspective - Spring/Summer 2017 - 15
IIDA Perspective - Spring/Summer 2017 - Talk, Talk
IIDA Perspective - Spring/Summer 2017 - 17
IIDA Perspective - Spring/Summer 2017 - Pre/Post
IIDA Perspective - Spring/Summer 2017 - 19
IIDA Perspective - Spring/Summer 2017 - Data Viz
IIDA Perspective - Spring/Summer 2017 - 21
IIDA Perspective - Spring/Summer 2017 - 22
IIDA Perspective - Spring/Summer 2017 - 23
IIDA Perspective - Spring/Summer 2017 - A Common Good
IIDA Perspective - Spring/Summer 2017 - 25
IIDA Perspective - Spring/Summer 2017 - 26
IIDA Perspective - Spring/Summer 2017 - 27
IIDA Perspective - Spring/Summer 2017 - 28
IIDA Perspective - Spring/Summer 2017 - 29
IIDA Perspective - Spring/Summer 2017 - 30
IIDA Perspective - Spring/Summer 2017 - 31
IIDA Perspective - Spring/Summer 2017 - Pop Goes Design
IIDA Perspective - Spring/Summer 2017 - 33
IIDA Perspective - Spring/Summer 2017 - 34
IIDA Perspective - Spring/Summer 2017 - 35
IIDA Perspective - Spring/Summer 2017 - 36
IIDA Perspective - Spring/Summer 2017 - 37
IIDA Perspective - Spring/Summer 2017 - A New School of Thought
IIDA Perspective - Spring/Summer 2017 - 39
IIDA Perspective - Spring/Summer 2017 - 40
IIDA Perspective - Spring/Summer 2017 - 41
IIDA Perspective - Spring/Summer 2017 - 42
IIDA Perspective - Spring/Summer 2017 - 43
IIDA Perspective - Spring/Summer 2017 - Balancing Act
IIDA Perspective - Spring/Summer 2017 - 45
IIDA Perspective - Spring/Summer 2017 - 46
IIDA Perspective - Spring/Summer 2017 - 47
IIDA Perspective - Spring/Summer 2017 - Scratch Pad
IIDA Perspective - Spring/Summer 2017 - 49
IIDA Perspective - Spring/Summer 2017 - Insider Intel
IIDA Perspective - Spring/Summer 2017 - 51
IIDA Perspective - Spring/Summer 2017 - Sound Bytes
IIDA Perspective - Spring/Summer 2017 - 53
IIDA Perspective - Spring/Summer 2017 - IIDA News + Updates
IIDA Perspective - Spring/Summer 2017 - 55
IIDA Perspective - Spring/Summer 2017 - Why This Design Works
IIDA Perspective - Spring/Summer 2017 - Cover3
IIDA Perspective - Spring/Summer 2017 - Cover4
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