AGENDA: To design a new pop-up retail experience for Monster Energy, building on the brand’s strength in the affordable luxury sector and effectively deliver the essence of the brand in a temporary store format. BRIEF: • • • • • • • • •
To create a store concept that will excite style conscious shoppers. Challenge perception of the brand Consider traditional pop-up store with small adjacent stock room Focus on classics and explore the realms of co-creation Include shopping/technology. Window: deliver key message, be bold and imaginative. Select appropriate material, figure, props, lighting, signage,etc for store design. Store design and Layout Payment solution
COMPANY BACKGROUND: The U.S. Market in 1997, the company ‘Hansen’s’ launched their own energy drink, which was not really successful. After the flop, they changed the receipt and added more sugar and caffeine. Furthermore, they bottled their energy drink in a 16-ounce can and sold it at the same price like Red bull, which was however only an 8-ounce can. In addition, Hansen’s changed the brand name to Monster Energy in 2002; thereby the energy drink has more than doubled its sales in just one year.
MARKET RESREACH:
TARGET MARKET:
Target Audience ! Current Target Audience: Those who drank Monster in the past 6 months: •
Gender: Male 18-34, specifically 18-24
•
Reads: Xbox magazine, Game informer magazine, Maxim
•
Television Shows: Adult Swim, MTV2, Comedy Central
•
Sites Browsed: MTV.com
•
Occupations: Construction and maintenance
! Desired Target Audience: ○ Retain current audience of men 18-34 ○ Expand to: ▪ Females 18-34, who lead busy and active lifestyles ▪ Everyday students, workers and athletes (male and female alike) who have a hectic lifestyle and need extra energy to get through the day
BRAND IDENITY
BRAND EQUITY
TREND ANALYSIS:
POP UP STORE FRAME-WORK
The product uniqueness of pop-up retail have positive affect toward the
engagement in the pop-up experience.
Therefore, rather than focusing on commercial aspect of pop-up store, should focus on providing exclusive and unique shopping experience in order to create long-term brand loyalty among the customers.
POP UP PROPOSAL: improve and implement in the pop-up store in order to increase customer equity: • Store design to increase women sale contribution (highlight on women and new collection) • Being more organised: stocks must not be visible for the customers. • Play energetic or alternative music to attract young consumers • Window display must be eye-catching • Product display in creative way • Incorporate scent/ taste into the store SIGHT: • dark and classic designs. • material acrylic sheets, leather,fisnets, marble table tops, stone finished fittings. • colors: black, green and grey • calm yellow light, focus lights on wall with photo frames. Back light graphic wall in front of entrance. • Made in simple and elegant, yet raw. • Eye catchy graphic walls and photo frames. • Contrast colors and brightly light up store gave a feel good factor. SOUND Alternative, Indie-rock music attracts younger customer SMELL Subtle metallic smell. TASTE No taste TOUCH • Smooth shinny floor, cubical forms in slate look, marble finish table surface, vertically textured slate walls. • Very sleek and high quality products • Fixed i-pad to explore the whole range. • A warm, cozy and comfortable sensation.
COLOURS: • • • • • •
Colour is in sync with the brand identity, raw and minimalistic look. Green and black colour scheme, contrast with grey colour. Vibrant, yet subtle, positive, raw. Vibrant colours attracts customers more, eye catchy. Associated with purchase outcomes, as higher chance of purchase by customers. Contrast used in products and decorative props to clearly create desired focus.
SUBORDINATE
DOMINANT
Color values: RGB 68 214 44 HEX/HTML 44D62C CMYK 51 0 85 0
LIGHTING Lighting could affect visual acuity of objects in display and arousal experienced by shopper. Soft lighting supports high image Black Store soft lights produces high price fairness perceptions. Light colour and colour rendering are decisive in determining the perceived quality of products and materials. Fabrics with blue and green hues are best presented in a cool light colour. For general lighting LED lights are used because of several benefits such as: • Extreme low power consumption • Extremely long life (50,000 to 100,000 hours) • Durable and insensitive to vibrations. • Light weight and compact • Recyclable • Easy to remove • Environmental friendly • It can be also used for point of purchase displays and signage Store ceiling: general LED tubes and movable focus lights.
IDENTIFIED LOCATION FOR POP-UP STORE: THE FORUM MALL, KORMANGALA. Koramangala is a locality in Bangalore, India. Situated in the south-eastern part of the city, it is one of the largest neighbourhoods, and is a highly sought-after residential locality with wide, treelined boulevards and a mix of luxury apartments, commercial structures, school, colleges and posh bungalows. Planned as a suburb post-independence, its location between Bangalore and Electronic City attracted migrants from across the country during Bangalore's tech boom of the late 1990s. Consequently, it has gradually developed into a commercial hub.
Forum being the first mall in South India stands as a landmark till date and people establish an emotional connect with the mall. With 12 years of operations the Forum Mall, Koramangala has catered to 15 Cr+ people. Shoppers have a unique dual access to the mall connecting two prominent business & residential localities, being one of its kind in the country. The Koramangala entrance is an easy entrance to the upscale residential locality, Koramangala 0 kms, Indiranagar 4 kms, and MG Road within 5 kms of proximity and the dairy circle entrance is easily accessible to a number of colleges and business centres in the vicinity. One of the most prominent places of hangouts, shopping and get together which make Forum Koramangala the preferred third place for the Bengaluru populous.
LOCATION INSIDE THE MALL: The location proposed for the brand is in the centre of the mall, which can be seen from 360 degree’s of angle.
POP-UP STORE, MONSTER ENERGY
DIFFERENT VIEWS: 1 foot/steps = 0.3 meters.
60 steps TOP VIEW
74 steps away, 60% visibility of POP
90 steps away, 10% visibility of POP
4 Floors POP UP STORE
PROTOTYPE : POP Model FRONT VIEW
TOP VIEW
DESIGN AND LAYOUT OF THE STORE
Top view Logo of the brand, attached with FISHNET (invisible)
Front and back will have the entrance. Sides of the store will be closed.
8x8 feet
Different angle views of the store
TECHNOLOGY INVOLVED: Audio Guide: • • • • •
a recorded spoken community to the visitors
a handled device
including several different languages
explaining the history, craftsmanship and community of the brand and the material, design and colour scheme
explaining the theme of pop up
Click and collect: • •
less of stocking space in the pop up store
with the click and collect, the store can arrange their stockroom based on customer’s needs
PROTOTYPE: Papper model
BUBBLE MAPPING OF THE STORE
ENTRANCE
WB
PRODUCT
SIGNATURE FIXTURE
WA
8’
Wc
5x5 MERCHANDISE SALE
3x3 BILLING COUNTER 90*
WD
ENTRANCE
PLAN OF THE STORE
WB
ENTRANCE
COOLER 4’
1’
3’
WA
. & 3 $ ) " / % * 4 & % * 4 1 " :
SIGNATURE FIXTURE
8’
2’
CASH COUNTER
0.6’
ENTRANCE
WD
2.6’
Wc
CIRCULATION MAP
ENTRANCE
WB
PRODUCT
SIGNATURE FIXTURE
WA
8’
Wc MERCHANDISE SALE
90*
BILLING COUNTER
WD
ENTRANCE
1’
SINCE APRIL 2002
5’
SIGNATURE FIXTURE
3’
MULLION MOLDING
8’’ MIRROR TILES
24’’
16’’
67’’
BILLING COUNTER
PLANOGRAM : WALL C
10” 18”
MONSTER
COURAGE
PAßION
adventurE
18”
4”
12”
12”
96”
30” 34”
2.0 // PLANOGRAM : WALL C
Wc
10”
18”
18”
12”
COURAGE
MONSTER 9”
PAßIONATE
9”
adventurE
12”
4”
96”
34”
30”
GRID 50: A technical aesthetic gives Grid 50 an industrial look, enhancing the targeted appeal of young, sporty or technical brand concepts. The surface support system perfectly combines three functional levels – display, design and decoration – and is ideal for crossmerchandising displays.
Merchandise supports, such as shelves, front arms, hanging frames or brackets, and decorative elements can be easily hooked into the system. This enables flexible and customised merchandise displays, as well as easy adaptation to changing merchandise densities. Grid 50 is suitable for use on walls and as a free-standing mid-floor panel.
MATERIALS:
Aluminium Sheets and rods which can be adjustable, and top of it the fabrication of acrylic sheets.
GRID PANEL: Several panels can be assembled together to form wall panels of any length.
60
2454
604
front view
top view
side view
SIDE HANGING FRAME:
340
320
front view
top view
side view
FRONT ARM STRAIGHT:
350
300
353,47
156
front view
front view
top view 40
top view
350
side view
side view
MOUNTING SET BOX:
350
300
353,47
350
front view
top view 40
side view
SCREW SET (GLIDE) : if a single Grid 50 panel is used alone, 2 adjustable feet must be ordered plus 2 sets of wall fixing brackets for lower panel support; if several Grid 50 panels are assembled together, only 1 adjustable foot and 1 set of wall fixing brackets must be ordered per panel.
28
83
70
front view
side view
top view
72
What is a Pop-Up Shop? A “pop-up shop” is a short-term, temporary retail event that is "here today, gone tomorrow". Pop-up retail is the temporary use of physical space to create a long term, lasting impression with potential customers. A pop-up shop allows you to communicate your brand’s promise to your customers through the use of a unique and engaging physical environment while creating an immersive shopping experience.
What Are Your Pop-Up Goals? Different sized brands will have different goals for doing a pop-up, however, they typically tend to fall into the three big buckets of: Revenue Generation Brand Awareness Customer Engagement