VMSD - July/August 2020 - 16
TEMPORARY/POP-UP RETAIL SPACE
"ARCADIUM AT
HUDSON YARDS"
SUBMITTED BY: A NON-AGENCY, NEW YORK
A
Non-Agency (New York)
straddled the line between experiential and experimental retail in its
recent project created for Maisons of
Richemont North America (Bellevue, Switzerland) - dubbed the Arcadium Experience - in
New York's Hudson Yards, a first place winner
in this year's competition.
Using a mix of virtual and augmented reality, visitors could engage
with various brands
throughout the techdriven experience, such
as Cartier, Montblanc and
Van Cleef & Arpels, among others. The space
was purely digital without physical product,
the idea was to utilize AR and VR to tell a
story and "allow people to experience the
product without physically having a product
there," says Michelle M. Collins, Founder,
President, A Non-Agency, who was in charge
of producing, designing and aiding in operations for the space's daytime and nighttime
events.
Set at 5400-square-feet, the 10-day temporary showroom was housed in a mostly raw
concrete shell with the main experience centered on the AR room. Maison vignettes, situated around the AR room, were no more than 9
by 9 feet in size, "and yet, I had to have enough
of an open floorplan so as people came in, they
could explore, rest and not feel rushed," Collins
says. The openness also allowed room for the
space's series of private events.
In the end, you don't need a large floorplan packed with product in order to engage
customers, Collins says. "I see this as a way
to reach more people," she says. "I certainly
love that a maison like Cartier wasn't afraid
to say 'we invite you to experience our world,'
[with their activation] and it wasn't just a
360-degree video or something that felt cold.
The idea of inclusivity and engaging the customer versus a customer just walking into a
formal store - there's something very wonderful about that."
16
JULY/august 2020
|
vmsd.com
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VMSD - July/August 2020
Table of Contents for the Digital Edition of VMSD - July/August 2020
VMSD - July/august 2020
Contents
From the Editor
Vmsd Editorial Advisory Board
The Goods
Next Store
Spellbound
No Monkey Business
Bringing the Outside In
Take Me Home
Showroom
Ad Index
Checking Out
VMSD - July/August 2020 - Intro
VMSD - July/August 2020 - VMSD - July/august 2020
VMSD - July/August 2020 - Cover2
VMSD - July/August 2020 - 1
VMSD - July/August 2020 - Contents
VMSD - July/August 2020 - 3
VMSD - July/August 2020 - From the Editor
VMSD - July/August 2020 - 5
VMSD - July/August 2020 - Vmsd Editorial Advisory Board
VMSD - July/August 2020 - 7
VMSD - July/August 2020 - The Goods
VMSD - July/August 2020 - 9
VMSD - July/August 2020 - 10
VMSD - July/August 2020 - 11
VMSD - July/August 2020 - Next Store
VMSD - July/August 2020 - 13
VMSD - July/August 2020 - Spellbound
VMSD - July/August 2020 - 15
VMSD - July/August 2020 - 16
VMSD - July/August 2020 - 17
VMSD - July/August 2020 - 18
VMSD - July/August 2020 - 19
VMSD - July/August 2020 - 20
VMSD - July/August 2020 - 21
VMSD - July/August 2020 - 22
VMSD - July/August 2020 - 23
VMSD - July/August 2020 - No Monkey Business
VMSD - July/August 2020 - 25
VMSD - July/August 2020 - Bringing the Outside In
VMSD - July/August 2020 - 27
VMSD - July/August 2020 - 28
VMSD - July/August 2020 - 29
VMSD - July/August 2020 - Take Me Home
VMSD - July/August 2020 - 31
VMSD - July/August 2020 - 32
VMSD - July/August 2020 - Showroom
VMSD - July/August 2020 - 34
VMSD - July/August 2020 - Ad Index
VMSD - July/August 2020 - Checking Out
VMSD - July/August 2020 - Cover3
VMSD - July/August 2020 - Cover4
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