The TAG ESPRESSO Lujiazui Coffee Festival Pop-up Store, designed by atelier TUO and studio yo-u, marks the debut of the brand’s innovative modular pop-up store system. Situated in Pudong, China, this project revolutionizes the concept of temporary retail spaces.
Design Concept
Pop-up stores serve as short-term retail solutions aimed at attracting customers in various locations such as squares, parks, and malls. The design strategy behind TAG ESPRESSO’s pop-up store system focuses on infusing a distinctive brand image while maximizing building efficiency through modular components. The goal is to reduce waste from cyclic utilization while accommodating diverse spatial requirements.
The pop-up stores consist of two primary modules: a straight module measuring 0.9 meters in length and a curved module with a turning angle of 22.5°. These modules are flexible and joinable, with standardized measurements of 3.6 meters in height and 2.1 meters in width. The interior space allows ample room for front and rear counters, as well as equipment such as coffee makers and refrigerators.
Site-specific Adaptation
For the Lujiazui Coffee Festival, held on a 36-square-meter site with 6 meters on each side, the design team faced the challenge of accommodating foot traffic from all directions. The solution involved incorporating a free-form kiosk with service windows in multiple directions. Through a combination of three straight and seven curved modules, the design successfully met the demands of the site layout.
Brand Image Integration
Drawing inspiration from TAG ESPRESSO’s use of cute emojis as a brand identity, the side elevation of the kiosk resembles a cozy home, adorned with curved shingles to create a welcoming atmosphere. The incorporation of a campaigned blue color adds a playful touch to the design, visible through the shingles.
Materials and Construction
Inspired by the work of Jean Prouvé, known for his prefabricated housing designs, the kiosk’s main structure is assembled from steel tubes, allowing for easy installation on-site. The exterior features red cedar shingles, a traditional roofing material, arranged to allow natural light while ensuring rainproofing.
Conclusion
The TAG ESPRESSO KIOSK represents a paradigm shift in the realm of pop-up retail design, combining modularity, functionality, and brand identity seamlessly. By embracing innovative construction techniques and site-specific adaptation, this project sets a new standard for temporary retail spaces, offering both efficiency and aesthetic appeal.
