The pop-up set, designed by client Verve and constructed by BG, was created to serve as a dynamic and versatile direct-to-consumer promotional space for Diageo’s zero alcohol range: House of 0.0 %. The goal was to establish a pop-up that could be quickly erected overnight and specifically tailored for placement in different-sized areas within shopping centers. The tour spanned four locations: Manchester (Stratford Centre), Oxford, Bluewater, and East London's Tobacco Dock at the Waitrose Festival.

Production:

The elements of the touring stand were designed to ensure adaptability to various space dimensions. The stand featured several key elements, including:

• A bespoke structure and bar area

• House of 0.0 % branding

• 8 sample bins

• A-Frame sign with can crusher

• Applied foliage for aesthetic appeal (changed seasonally allowing for re-use)

• Product display of House of 0.0 %'s non-alcoholic range

• Images and displays of Tanqueray Gin, Seedlip, Guinness, Heineken beer etc.

• Bespoke seating pods with branded cushions

• Spinning competition wheel

Challenges:

• The project faced logistical and design challenges, given its ambitious overnight setup and activation schedule in various shopping centers with different-sized areas allocated at each location.

Sustainability:

• The design incorporated sustainable practices, with a focus on promoting recycling through the inclusion of an A-Frame sign featuring a can crusher attachment for audiences to use post-sampling to encourage recycling.

• The use of foliage, both regular and festive, not only added aesthetic value but also showcased a commitment to adapting the pop-up for different campaigns.