BoxPark North Part 1
BoxPark North Part 1
The Brief: Develop the initial concept for a pop-up brand experience, inspired by BoxPark-style modular container spaces. The project will focus on creating an engaging experience for a #MadeInYorkshire brand, designed to appeal to students, and tailored to the site of Market Place, Huddersfield.
Site Study: Market Place, Huddersfield - This is an area in Huddersfield that has remained busy overtime and is central to the town. It has potential to accommodate a pop-up as it crosses the path that which commuting students are likely to take on route from the train station to the university. This will give the pop-up a head start on appealing to the students and getting their attention. Not only this, but Market Place is a wide, spacious area that can encourage the idea of the pop-up being an engaging experience with less distractions so close by. The surrounding buildings include shops and food/drink places which already attract the student audience so hosting here would be very effective.
Brand Image Board
Existing Pop-ups Image Board
Concept Board
Photoshop concept collages: I created a collection of collages to represent 3 different iterations of a pop-up experience, exploring the concept of ‘what tea means to you’. I enjoy using photoshop to create these as, for me, it’s my favourite way of visualising what I want to bring to life and this time I’ve tried to indicate the immersive, homely atmosphere. Combining abstract forms with literal images helps me get a sense of what the experience of the room will be, as well as the design finish. These specific collages guide you through a pop-up tea tasting experience.
Iteration 1
Iteration 2
Iteration 3
This iteration combines 3 smaller collages to suggest a ‘walk through the day’ with different settings and scents and the audience passes through.
Concept Description: ‘What Tea Means To You?’ offers a comfortable and honest experience as a break from the active town centre, to create the sensation of a blissful walk through the period of a day with hopefully familiar spaces as segmented areas, alluding to products within the Yorkshire Tea range. The encapsulating layout sets the mood for a creative tea tasting experience encouraging you discover which tea sparks your excitement and feels like home. The unique backdrops and cozy forms compose a sanctuary, gently carrying you through the experience and temporarily relieving student stresses.
Experience Explanation: The experience entrance is a homely, comforting walkway into the main section which offers a tea tasting experience of Yorkshire Teas unique range so that students can discover which tea is for them. Each tea ‘station’ will be inspired by the tea on offer there, from the setting through to the scent. At the end of the experience (as they’ve gone through the day) visitors will be taken to an interactive backdrop with a hashtag to promote social media shares and let people choose which window means most to them and this will recommend a certain tea for them to take a sample bag home.