This is a pop-up store plan for “Uni-ssentials by TDS FW23 Capsule Collection” by “TOKYO DESIGN STUDIO New Balance”, a lifestyle brand developed by New Balance at Hankyu Umeda GREEN AGE.
In order to express Uni-ssentials by TDS’ attempt to “explore the essence of gender neutrality,” the slope follows the hemline of the jackets, as planned for last season (SS23), to visualize the wide range of lengths available through the unisex size range. And this time, taking advantage of the venue’s spaciousness, the display was set up in two rows.
In addition, GREEN AGE store displays hooked packages designed to be reused as compression bags in the storefront. This is a solution to the problem of long travel distances for store staff (e.g., because stock is located in a separate section), which is a problem inherent to pop-up stores.
In addition, double clips were substituted for hooks to prevent damage to the packaging. Container boxes with brand signage were used for stock, benches, and display stands to give a sense of unity and increase recognition of the brand.
