Just like Bonobos re-engineered pants, the pop-up shop re-engineers the shopping experience. The steps of the re-engineering process are translated into physical space through the division of the store into 3 sections: the studio workspace, the evolution of ideas and the refined creation. The circulation within the space, merchandise displays, technological features and branding engagement respond to each of the three divisions in a unique, yet cohesive manner. The space is a process that evolves and changes as the consumer moves from the front to the back of the shop. The materiality responds to the function and organization of each division as it evolves from raw and stripped to sleek and polished. Men want to look good. The pop-up shop encourages men to define their individuality by pushing the boundaries of who they are and who they aspire to be. The storefront window is a live pin-up board of Polaroid pictures that feature Bonobos models, merchandise, outfits and clothing combinations, as well as, real cliental wearing the brand and a variety of branding imagery. The window inspires passers-by and foreshadows the experience inside the store through the translation of a digital brand into physical space.
male shopping experience
publicity & advertising tactics role of social media technology
Bonobos re-engineered pants brand personality/attitude
customer service policy
Just like Bonobos re-engineered
1
the pop-up shop re-engineers the shopping experience
the studio space
evolution of ideas
3
pants,
2
the refined creation The refined creation
The steps
of the re-engineering process
The evolution of ideas
are translated into physical space through the division
into 3 sections
of the store
The studio work space
The door handles are metal bananas, referencing the most evolved of the great apes and brand inspiration, the bonobo.
Storefront
The front window becomes a live pinup board of ideas that inspire passersby and cliental.
The Polaroid picture window display foreshadows the experience inside the store. The photos feature Bonobos models, diversity of merchandise, outfits and clothing combinations, real cliental in the clothes along with branding imagery.
Studio: TOUCH.
[the front of the store is a tactile environment]
The consumer experiences a raw, stripped environment that speaks to their individuality and the importance of a singular thread in the fabric of society. The consumer becomes acquainted with the merchandise in a very intimate and tangible way. The unraveling of merchandise highlights each item as a feature. The mood is set by simplicity and order in the midst of chaos. The studio is a workspace for the consumer to easily indentify the diversity in merchandise + unique possibilities that exist in the store. Each table displays a specific category of merchandise.
3 2 1
Free-form fabrics hang on felt racks above the finished Bonobos merchandise. Each fabric panel directly corresponds to the pair of pants below. Consumers can actively engage with the wide range of patterns, textures and fabric options offered by the brand.
3 2 1
Concierge + Bartender: Inform. [ no need to ask for directions ]
Upon entering the Bonobos pop-up shop,
consumers are greeted by a concierge who doubles as a bartender. The role of the concierge is to offer up-front
directions, thus eliminating unnecessary confusion and placing the consumer at ease in a relaxed and intimate bar setting.
Step 1 :
The bartender offers the consumer
a drink and engages in casual conversation, which leads to the set up of the consumer’s online profile on BONOBOS.com
Step 2 : The bartender gives the consumer a keycard that links the photos from the fitting room camera to their online profile.
Branding Technology: Attract. [ ever-changing, live feed portfolio of cliental + merchandise ]
The window display of Polaroid pictures evolves into a digital format through the installation of a freestanding projector screen at the transition from the studio space to the center of the store. The screen displays pictures taken in the photo booth fitting rooms of real cliental in Bonobos merchandise. The images inspire and encourage consumers take risks with their selections and be creative with outfit combinations. The consumer becomes actively engaged in the shopping experience through the realization that they will personally impact and inspire future shoppers with their ideas and merchandise selections.
Branding Technology: Inspire. [ photo booth fitting rooms ]
The fitting rooms are individual photo booths. Men try on their merchandise selections and snap a picture. The process is simple and efficient. With one flash of the camera, photos are transferred to three different locations:
1. A digital screen inside the dressing room for instant viewing by the consumer
2. The projector screen in the pop-up store 3. The consumer’s online profile
+ Photo Booth Fitting Rooms Consumers are portrayed as models on the projector screen and become a part of the pop-up and branding experience. The physical memory of the Bonobos experience is translated into the digital realm through the outfit portfolio.
= Photo Booth Fitting Rooms
All photos are tagged with item codes and product information: name, color, size Ex. High Tides 32 x 34 Navy
Evolve: SEE.
[the center of the store is a visual environment]
The consumer experiences a simplistic, yet stimulating environment derived from the process of synthesis and evolution. Through a drastic change in materiality, function and organization of the space, the merchandise begins to merge, overlap and combine. Complimentary product combinations and pre-hunted outfits highlight and identify the diverse cliental of the brand. The consumer is encouraged to define their individuality by pushing the boundaries of who they are and who they aspire to be.
THE DESIGNER
FLAMBOYANT PROFESSIONAL
4 SOPHISTICATED YOUNG PROFESSIONAL
6
5 CALIFORNIA BEACH
METRO PROFESSIONAL
4
9
10
3
2
1 THE PROFESSOR
8
5
7
11
12
3
7
6 2
THE MUSICIAN
9
8 SOPHISTICATED HIPSTER
SOPHISTICATED BUSINESSMAN
10 PREPPY CASUAL
1
The pack up closets display diverse, yet complimentary merchandise that become the “full closet solution” for each unique style and category of cliental.
+
+
+
Seasonal Product Display
11 WALL STREET
=
12 SOPHISTICATED CALIFORNIA BEACH
Create: FEEL.
[the back of the store is all about the fit]
The consumer experiences a sophisticated, polished environment of curated merchandise, sleek materiality, specialized attention and the fused digital and physical presence of the brand. While highly sophisticated in materiality, service and technology, the back of the store is a relaxed environment where the consumer can sit back and exhale. The focus is on the fit. Men feel transformed, evolved, ambitious and satisfied.
The American flag is an installation made of thread spools that speaks to the roots of the Bonobos brand.
[ Merchandise ]
[Complimentary Koozie ]
+
[Banana Stamped Bag ]
[ iPad Checkout ]
Bonobos ninjas use iPads for efficient checkout through out the store. Merchandise is then packaged in a branded shopping bag. The shopping bags are displayed on the back of the 360 degree mirror at the entry of the ‘create’ division within the shop.
The Breakdown: Disassemble. The fitting room breakdown : white walls, individual cameras, oriental rugs, exposed bulbs hanging from the ceiling and grey reclaimed lumber flooring
The projector breakdown : freestanding projector screen, projector and freestanding surround sound speakers on either side
The window display breakdown : large Polaroid pictures, thin cables and hooks to secure photo reels from floor to ceiling
The felt wall rack breakdown : metal racks wrapped in felt, bolts, screws, free-form fabric panels, hanging merchandise
The fixture breakdown : roll away pack up closets ( specific to cliental categories) , roll away metal tables for merchandise and tufted seating by fitting rooms