VMSD - April 2012 - (Page 8)

TG THE GOODS Edited by Anne DiNardo CO U R T ES Y O F G R EEN RO O M, B I R MI N G H AM , U . K . Hot Wheels To attract new drivers to its DS brand, Citroën partnered with Green Room (Birmingham, England) to create a pop-up for London’s Westfield mall that combines a boutique design and plenty of digital bells and whistles. Featuring minimal branding, the experience allows users to interact with the brand via QR codes adjacent to vehicle parts, iPads mounted on bespoke fixturing and an app created by Green Room, which draws content from the DS website. “The installation is the antithesis of how cars are normally showcased in shopping centers,” says Richard Ash, ceo of Green Room. “This is an engaging and aspirational space for consumers to absorb and appreciate the DS brand in their own time, in their own way.” Following Under Armour’s renewed sponsorship of the Welsh Rugby Union, Amsterdambased design firm Storeage was tasked with converting the skybox suite at Millennium Stadium (Cardiff, Wales) into a multi-functional lounge, showroom and brand showcase. The sleek environment includes a kitchen, bar, meeting table and selling space for shoes and apparel. For more, visit vmsd.com. 8 APRIL 2012 | vmsd.com DI M BA LS E M , AM ST E RDA M, N E TH E RLA N DS GOOOOAAAAL! http://www.vmsd.com http://www.vmsd.com

Table of Contents for the Digital Edition of VMSD - April 2012

VMSD - April 2012
Contents
From the Editor
VMSD Editorial Advisory Board
The Goods
Design Detail
Next Store
Slow Down, Fast Food
Hitting the Hut
Fresh Thinking
Lace Up Your Boots
The Power of the Figure
Showroom
Showroom
Ad Index
Checking Out

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