GENDER U EVENT Spring/Summer 15 www.genderu.co.uk
Mollie Smee 12013262 Northumbria University DE0931
GENDER U TOUR The Gender U campaign will be promoted through a week long pop up shop. The pop up shop will travel to six locations in six days to promote the campaign and raise awareness of the brand throughout the UK. This document contains all relevant information regarding the pop up store including; pop up design, materials, measurements and customer experience.
The campaign Gender U is promoted through six main colours which are present throughout the whole campaign and are used to seperate clothing effectively. The colours are used to make people thing beyond the obvious and identify themselves as individuals rather than a specific gender. Consumers are encouraged to complete the fun and light-hearted colour quiz to find their Gender U colour, which they will then get the opportunity to ‘Shop the Colour’ and ‘Share the Look’ throughout all of their social media.
Pantone 3935 C
Pantone 1365 C
Pantone 172 C
Pantone 351 C
Pantone 291 C
Pantone 203 C
POP UP STORE
The Gender U pop up store has been designed with UNIQLO’s brand aesthetic in mind. The three square structures work together to create a complete pop up store, offering customers an interactive experience. The whole pop up will be heavily designed with the UNIQLO Gender U logo and promotional images, inside and out to promote the pop up successfully.
TRANSPORTATION
Packed Up
Set Up
The pop up store has been designed on the back of a UNIQLO branded lorry, to ensure its easily transported from city to city and is relatively simple to set up and break down each day. Once at the site the middle square will be cranked up and secured using a Jack Mechanism. Stairs and hand railings will be placed at each entrance and exit to ensure customers have an clear and easy journey whilst at the store.
ELEVATED SQUARE
The middle section of pop up shop elevates the mass of the store to create an interactive experience. The innoviative and unique design of the pop up store offers a completely new shopping experience to consumers both in design and content.
The elevated store is split into 36 seperate square sections. When each section is pulled downwards and a selection of clothes, that have been seperated according to thier colour rather than gender, are revealed to the consumer.
JOURNEY
Customers will enter the pop up from either of the three entrances. Only 6 customers will be able to enter the central and rear squares at one time to ensure health and saefty is maintained, this will be monitored by on site staff at all times. The outdoor space around the pop up will also be used to promote the Gender U campaign with staff talking to passersby to get them involved with the brand and campaign.
MEASUREMENTS
Due to the pop up being designed on the back of a lorry the following measurements have been calculated following the GOV UK rules and regulations; 8m long and 2.4m wide minimum. As the pop up has an elevated store the height of the pop up has been considered using the average height of a person; 1.9m. For shorter people a hook will be available to pull each section down.
Overall Size
4.8m 2.4m
3m 9m Underneath view of elevated store
Each storage box unit
The units will appear 6 by 6 with 36 units in total.
Using a toggle and hook customers will pull down the storage units revealing 6 different items of clothing in the same colour, on each section.
0.2m
Only two storage units will open on the same row of the elevated store at one time, to ensure health and safety for the customers. Each storage unit
3m
will open one section at a time.
Each storage box unit will have a 0.04m gap
2m
inbetween Each storage box unit will have a 0.02m gap
3m
inbetween
0.31m
0.4m 0.4m
0.4m
0.4m
MATERIALS
The following materials will be used to create a full functioning, strong and water resistant structure. As the pop up store will need electricity for lighting and wifi, an additional electric generator will be on site at all times.
STOCK
Stock will be displayed and stored throughout the pop up store to enable customers to browse and shop at their own leisure. Additional stock will be stored in a second smaller van which all staff will travel in when driving from city to city.
Steel Structure With Vinyl Decal Branded Stickers
Aluminum Frame Chasis
Coil
Translucent Coloured Plastics Aluminum Frame Chasis Rail
Jack Mechanism
Soft Open and Close Mechanism Structural Steel Columns
POP UP STORE DESIGN
The truck will arrive in each city and set up shop. Inside, the pop up will be heavily branded with UNIQLO’s branding and campaign hashtag to encourage consumers to interact with Gender U. Mirrors will be positioned throughout the pop up to allow consumers to see how the clothes fit.
ELEVATED SQUARE
Each of the elevated storage containers will be coloured in one of the six main colours of the campaign Gender U. The clothing will be seperated their by colour and fit rather than gender, offering consumers a completely genderfree shopping experience related directly to the Gender U campaign.
CUSTOMER EXPERIENCE
The overall design of the pop up is colourful and bright to relate directly to the campaign’s aesthetic and promotional images. With the intention to attract passersby to interact with the brand, the Gender U tour aims to increase UNIQLO’s sales within the UK and raise awareness as a gender-neutral trend. The public will be encouraged to complete the colour quiz once engaging with the pop up, to find their Gender U colour. Available to complete on their own smart phone or one of the UNIQLO iPads, every person who completes the quiz will be automatically entered into a competition to win one of the £100 UNIQLO vouchers which are available for each city. As well as this customers will be asked to vote which city UNIQLO should open their next new store, helping the brand decide which city would be best for their UK expansion. The pop up will also run as a shop during each day, where staff will complete all transactions through the UNIQLO iPads or cash, held in money belts. The staff will be responsible for encouraging customer interaction and adding a sense of excitement to the event. Music will play out loud during the day to entice customers to come and find out about the campaign. Flyers will also be handed out to all passersby, to inform the public what Gender U stands for.
The pop up will be covered in UNIQLO’s branding and campaign images to promote the brand and Gender U campaign. Small white boards will be passed to customers to take photos with, where will be asked to write the answer to the question ‘Who Are U?’. They may answers the question however they wish, whether that’s one word or ten, and will also be asked to write their chosen colour. The whiteboards aim to make people think beyond their gender as well as promote the campaign in a fun and playful way. An additional photo booth will also appear outside of the pop up. The public will be able to enter the booth in groups up to 6, to answer the question ‘Who Are U?’ The photo booth will change the colour of the background of the images at random, printing out a sequence of images displaying the Gender U branding and information.