MOC simplified the trajectory of a ballet dancer’s spinning into two concentric circles. By shifting the inner circle, a dynamic spinning effect is created, thus the spatial pattern of the pop-up store is formed.
In order to quickly make an impression on consumers and increase brand awareness, MOC chose a restrained architectural look to gain attention. The architectural texture is derived from the classic Tutu dress – a ballet dress made of multiple layers of stiff yarn.
Combined with the BASTO auxiliary triangle graphic, MOC designed a diamond shape with concave curved cross-section. A gauze-like semi-permeable texture is created with the finely perforated panels, which forms a facade that looks like the pleated tutu.