W-801 / 06
01
brief
kickoff call, shared doc, creative north agreed.
/ services — temporary retail, end to end /
we buildtemporaryretail worldswith maisons.
One creative brief. Four disciplines. One opening night. We produce pop-ups, press previews, and brand activations from concept to strike — in six cities, for fashion's most discerning houses.
/ 04 disciplines · 03 formats · 06 cities /↓ scroll the capability index
/ 01 — capabilities /
Every engagement runs all four disciplines under one production lead. We do not unbundle.
01
/ discipline 01 /concept & direction.
We start with a point of view, then dress the space around it.
- narrative & naming
- art direction
- scenography boards
- materials palette
- guest journey
- press storyline
02
/ discipline 02 /venue & location.
The right four walls in the right postcode, on the right week.
- off-market sourcing
- neighborhood study
- permits & licences
- landlord negotiation
- site survey & CAD
- insurance & rider
03
/ discipline 03 /production & build.
Our crews own the build from permit to walk-through.
- fabrication & joinery
- lighting & rigging
- scent & sound design
- AV & fixture install
- front-of-house fit
- strike & restoration
04
/ discipline 04 /experience & activation.
We produce the opening, not just the space.
- RSVP & guest list
- press preview night
- host & retail staff
- in-store programming
- content capture
- post-run reporting
/ 02 — the build, week by week /
eight weeks from brief to doors.
01 / 06
W-602 / 06
02
concept lock
creative direction, venue shortlist, budget signed.
W-403 / 06
03
venue & permits
lease executed, licences filed, neighbours notified.
W-204 / 06
04
build
fabrication on site, lighting, scent, sound, fixtures.
W-005 / 06
05
opening
doors open. press preview. guest list lands.
W+106 / 06
06
strike & report
restoration, footfall report, content delivery.
/ 03 — what's in scope /
opinionated about what we do, and what we don't.
/ included /
- +creative direction & scenography
- +venue sourcing, lease, permits
- +fabrication, joinery, lighting
- +scent, sound, AV install
- +front-of-house staffing
- +press preview & RSVP
- +content capture on opening
- +strike, restoration, final report
/ not our lane /
- —permanent fit-outs
- —paid media buys
- —influencer contracts
- —e-commerce platform builds
- —long-lease real estate
- —manufacturing of retail product
We refer trusted partners for everything in this column. Briefs that need it can stay in one space.
/ 04 — formats /
three shapes a pop-up can take.
f/01
pop-up store.
Full retail theatre with sell-through, programming, and content capture across the run.
- runtime
- 4 — 12 weeks
- crew
- 12 — 28 crew
- footprint
- 180 — 600 m²
avg. 64% lift in CRM acquisition vs. comparable flagship week.
f/02
press preview / showroom.
Editor-first space, appointment-led, scenography focused on the collection story.
- runtime
- 1 — 2 weeks
- crew
- 6 — 14 crew
- footprint
- 80 — 240 m²
avg. 38 international editors, 1.6k publication mentions per preview.
f/03
activation / runway adjacency.
Built around a show, gala, or launch moment. Designed for one night to live ten years online.
- runtime
- 3 — 7 days
- crew
- 10 — 22 crew
- footprint
- any
produced for 9 of the last 12 maison runway weeks.
/ 05 — process FAQ /
questions producers ask us.
Short answers to the six questions every maison asks on the first call.
Eight weeks for a standard pop-up store. Three weeks for a press preview if the venue is in-network. Anything faster, we'll be honest about what we can credibly deliver.
/ 06 — start /
Tell us the maison, the window, the city. We reply within 48 hours with a creative direction and a venue shortlist — no deck, no fluff.
/ colophon — build stamp /
set in cormorant.
printed for paris, this session.
- stamped
- —
- edition
- vol. iv · ss27
- type
- cormorant · plex mono
- finish
- gold foil 871c