Roles: Art Director, Senior Designer, Producer
Client: 47
47 wanted to make their stamp in the European market by opening their first ‘pop-up’ store in the heart of Soho, London. The purpose of the store was to create brand heat within the European market while highlighting their lifestyle range that would appeal to the London audience.
A sleek black cladding was put around the front of the store to give it a full lift along with an LED brand sign that acted as a beacon down Brewer Street at night. The windows featured a dual display unit that mirrored the product from the inside and out so passers-by could see the full range of hats/apparel as they walked by.
We aligned the store opening with the MLB London series, to celebrated 47’s humble beginnings of selling newspapers, peanuts, and eventually fan merchandise outside Fenway Park, leaning on that strong link to baseball to launch the pop-up.
The fit-out paid homage to their storied past with a featured custom graphic wall that told the famous story of 47. A custom newspaper stand was created as a centrepiece as a nod to the history of the start of the two twins who created the company.
Throughout the course of the shop being live multiple activations took place within the space. The first was an NFL event that paid tribute to the NFL visiting London, consumers could swing by to win apparel, watch the game live with a cold beer and novelty American snacks.
Interchangeable activation wall that could be tailored to independent events.
Novelty collectables of the Boston Red Socks were displayed in the till unit, as a nod to the brand's history and to link with the MLB.
A nod to the brands heritage of when the two twins first came over to Boston from Italy and sold newspapers outside of Fenway Park.
Hat display that featured 80 caps which were visible from in-store and by passers-by on the street.