IIDA Perspective - Spring/Summer 2017 - 37

THE
RUNDOWN

A look at five compelling
pop-ups from around the world.
Pop-Up on the High Seas: Holland America Line, an American
and British cruise line based in Seattle, Washington, USA,
announced in March that it would be launching a series of
pop-up restaurants across six of its cruise ships. Existing dining
spaces will be transformed into seafood brasserie concept
restaurants with custom decor, plates, menus, and uniforms.

The lifeguard tower pop-up
hotel suite in Tel Aviv, Israel
was designed by Brown
Hotel Group.

The Beachfront Pop-Up: A
lifeguard tower on Frishman
Beach in Tel Aviv, Israel, was
converted into a luxurious
seaside hotel suite featuring
vibrant colors, bold patterns,
velvet upholstery, a glass
chandelier, a freestanding
bathtub, and an unobstructed
view of the ocean. Israel's
tourism ministry launched the
pop-up-designed by Brown
Hotel Group-in mid-March to
promote tourism.

A Curated Pop-Up: The world-renowned Field Museum in
Chicago, Illinois, USA, got in on the pop-up game when it
opened a bar-meets-museum temporary space in February.
Designed by local art and design studio Johalla Projects, the
space included a look at
some of the museum's
artifacts, including
glowing rocks, dinosaur
fossils, watercolors by
the museum's artist
in residence, pinned
butterflies, and a
skeleton, according to the
Chicago Reader.
The Pop-Up in a Box:
The Field Museum pop-up museum and
Giorgio Armani's pop-up,
bar was designed by art and design
which first showed up
studio Johalla Projects.
in Paris, France, made
its way to London, England, earlier this year. The Armani
Box-themed in red and black colors-was designed to be
an interactive beauty experience a connected mirror, a photo
booth, and a video that showed off all of the latest beauty
looks used during the Giorgio Armani Fashion Show.
The Too-Cool-For-You Pop-Up: Marriott brought its brand
to the latest Coachella Valley Music and Arts Festival in Indio,
California, USA, via eight safari-style luxury tents built on
festival grounds. According to The Telegraph, each tent was
designed to reflect individual brands in Marriott's portfolio,
including Aloft and the Autograph Collection.

pressure for things to be durable or as
highly polished," Storey says.
For his 2014 design of Nike's
women's wear pop-up store, Storey
created a palette of iridescent colors
to separate the space's individual
"rooms." By first painting the MDF
in the space a pale gray, the team
created a canvas on which to project
the neon pinks, blues, and greens.
"You can use color in a
much more exciting and
playful way with popups," Storey says. "You
don't have to worry about
things being timeless;
they can be very trendy."

Why Pop Up?

Afroditi Krassa

Even if carving out a wide swath of
pop-up business isn't part of your
organization's strategic direction,
don't rule them out entirely. Instead,
turn pop-ups into a way to build buzz
and make connections.
Design studio AfroditiKrassa in
London takes on one or two pop-up
projects per year for networking
and public relations payoffs alone.
Its design of The Hub-the central
café of the 2014 Independent Hotel
Show-for example, was seen by
most of the show's 5,000-plus
attendees. "The benefit for us was
the exposure, relationships, and
contacts made from the experience,"
says studio creative director
Afroditi Krassa.
And while Studio O+A also often
takes on pop-up projects for the
potential publicity they can generate,
they've identified an ancillary benefit
for any designer looking to pop into
the pop-up space.
"Pop-ups are creative challenges
that act as a sort of reset button to
the brain and add to our repertoire
by allowing us to explore new
materialities," Alexander says.
"We do it more for that reason than
for profit." n

spring/summer 2017

perspective

37



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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