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.