LESPORTSAC: SOHO POP-UP
REINTRODUCTING AN ICONIC BRAND FOR THE NEXT GENERATION OF CONSUMER
BRAND ACTIVATION | RETAIL POP-UP | CONSUMER EXPERIENCE
The name LeSportsac evokes a sense of nostalgia for almost anyone who remembers the global bag company’s prominence in the 1990s. Known for their colorful patterns and collaborations with fashion houses, illustrious artists, and a slew of powerhouse brands, LeSportsac has a world-wide retail presence.
Hot off an identity refresh, focused on re-telling the brand’s nearly 50-year-old origins to a new generation of consumer, we were hired to envision, design, and oversee production of a retail pop-up in New York’s SoHo neighborhood.
HOW DO YOU BALANCE A CLEAN SOPHISTICATED IDENTITY WITH THE WHIMSY OF FLORAL PRINTS AND A HELLO KITTY COLLABORATION?
As often the case with clients we work with, LeSportsac had a brand identity on paper, but needed help bringing it to life in the real world. We first dove in to learn the brand refresh inside and out, here, our goal was to make sure the space was LeSportsac true, while leveraging fresh design elements that felt fitting for a pop-up in one of the most well-known shopping districts in the world.
The launch of the multi-month pop-up was as much a coming out party for internal audiences to experience the new brand direction, as it was an opportunity to expand awareness to a new generation of consumer. Paired with the social media campaigns and range of influencer events centering on the pop-up, the activation also coincided with LeSportsac’s internal global retail meetings where reps from geographies around the world would see the new brand come to life for the first time—and help determine its success.
A free-standing translucent cube was designed to tackle the challenge of having three distinct product collaborations rotating over the course of the pop-up. By using blue to ground the vignette in the brand, the collaborations—Hello Kitty photographed here—could shine through.
The space came to life as we strategically balanced incorporating brand elements in the space while weaving in the colors and patterns of the product collections that would be on display.
Layered into the design approach was our deeper philosophy on creating a memorable consumer experience. Recognizing that our client had a wide array bags with diverse colors and patterns, we created a visual guide to visually streamline and group collections. We then directed their journey through the space to best suit the products and collections on display.
Zones were designed to tell individual collection stories with their own sense of space using visual breaks, such as free-standing structures. The meandering vignette design allowed consumers to flow through each collection without it feeling cluttered. In addition to five collection zones, we also designed a heritage display with photos, images and archive product from collections and collaborations dating back to the 1970s.
BY CREATING DISTINCT VIGNETTES FOR EACH COLLECTION, CONSUMERS WERE TREATED TO SOMETHING NEW AT EACH TURN WITHOUT THE SPACE FEELING BUSY.
The design and development process moved quickly and without a hitch until last minute the landlord surprised us by covering nearly the entire space’s exposed brick walls with white sheetrock, changing not only the look of the space, but shrinking the interior’s dimensions. Always present to oversee install and help with last minute solutions, we pivoted on-site, shifting some of the collections to create a refined flow with a new layout.
With the help of an awesome build partner, we delivered the space on-time and on-budget, and with rave reviews. The space was such a success, that LeSportsac extended the pop-up for several months beyond when it was slated to close.
We continue (and love!) to work with LeSportsac. We have since been hired to take on a complete redesign of the brand’s global retail directive comprising materials, fixture design, customer flow, and product zoning for flagships and shop-in-shops, outlets, and pop-ups, as well as their internal showrooms and tradeshows. Most recently we’ve been providing visual direction and content for seasonal showroom and window displays.
AT-A-GLANCE
CLIENT: LeSportSac
TYPE: Brand Activation + Retail Pop-up
LOCATION: Soho, New York City
ACTUALIZATION: Four-month retail pop-up, open to the public.
PARTNERS: Eleventh Street Workshop
OUR ROLE:
Consumer Experience + Journey
Zoning + Merchandising
Graphic Design
Brand Activations + Pop-ups
Space Design + Concepts
Brand Moments + Art Installations
Materials Palettes + Design Direction
Floor Plans + Elevations
Conceptual Sketches + 3D Renderings
Custom FF+E Design
Production Management
Installation Oversight
The custom cash wrap and customization station was placed at the rear of the pop-up to allow maximum consumer flow in the long, narrow space.
PROJECT GALLERY
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