3.1 Phillip Lim pop-up store, Hong Kong

December 18th, 2012 by retail design blog

In our first foray into temporary retail – we are pleased to announce the opening of our first ever pop-up retail space for Asia, located on Wing Fung Street, Hong Kong. Designed in collaboration with Jonathon Beck, the New York-based Production and Set Designer, the space will be open for 10 months and will house four different stages of discovery. With store size of 800 sq. ft., the 2-storey pop-up store is designed to further solidify the notion of discovery for the 3.1 Phillip Lim brand and to reflect inventory change.

Exploring the notion of a flexible and constantly evolving interior, the pop up retail space will embrace the feeling of an art installation, with louvered walls that rotate, revealing a hint of something subversive within. Throughout the 10-month lifespan of the store, the façade and interior of the store will evolve and change, with an emphasis on the juxtaposition of textures and treatments.

To bridge the unique brand experience between our Pop-up store and online world, a micro-site (www.31philliplim-hk-pop-up.com)is created to connect the in-store excitement to digital content, social media and marketing activities, serving as the perfect platform to entice users to explore more about the world of 3.1 Phillip Lim and share the exclusive contents and giveaway with their friends. Each month the site will feature fashion insiders and taste maker line-up to share their views and unveil their very own Phillip Lim style. The Resort 12 and Pre-Spring 13 Collection will be first launched at 3.1 Phillip Lim Pop-up store in Hong Kong.

‘The challenge was the duration of the pop up, how to keep this space exciting over the 10 month period, but to do so in the most effortless way. I was inspired by the verticality and narrowness of the building so the idea of creating vertical panels on both the exterior and interior that could be re-skinned with each season’s theme was an exciting solution for me.

The best thing is the interior panels move and customers can interact with them, spinning the panels around to discover what’s on the other inside. The idea of discovery is something I always play with in my designs, so this was the perfect opportunity to push this further’ says Phillip Lim.

3.1 Phillip Lim Pop-up
G/F – M/F, 21 Wing Fung Street, Wan Chai, Hong Kong
Tel: 2520 6266
Business Hour: Mon – Sun (12nn – 9pm)

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