Away
Above the Clouds
PROJECT TYPE
Experiential
Content
Retail
SERVICES
Strategy
Creative Direction
Brand Design
Experience & Spatial Design
Content Development
Production
Holiday travel—and shopping—can cause anxiety and a lot of unneeded turbulence. Once you’re en route, high above the clouds, where the air is calm and the colors are vivid, something like hope and excitement starts to creep in. We created such an oasis of calm for travel-lifestyle brand Away during the busy holiday season — a pop-up to remind guests that travel can be soothing, and that this dreaded shopping experience could soon give way to a transcendent one.
Featuring 360-degree theatrical painting, an immersive video experience, custom product displays and custom monogramming, we created a one-of-a-kind holiday pop-up that brought to life the peaceful inspiration found high above the clouds. Equal parts functional retail and brand experience, guests in Brooklyn shopped Away’s lineup of travel essentials, while stepping into an immersive brand story.
Designed to simulate the feeling of peace found high above the clouds—an oasis of calm, far from the chaotic holiday season.
Every inch of the space had a magical twist, from product displays designed to look as if they are floating on clouds, to a video installation reminiscent of airplane windows.
Stepping in, guests are immediately drawn in by an optical illusion—of being transported to a dreamy realm high above the clouds.
Equal parts immersive brand story and fully functional retail.
The guest experience moved seamlessly from product discovery to personalization and content creation. The spatial design was open and airy, utilizing mirrored surfaces to reflect blue skies and accentuate key products.
We created a large multimedia installation that served simultaneously as product demonstration and a way for visitors to create content to share their own journey.
Credits
Fabrication: Breakthrough Productions
Scenic Painting: Randall Parsons
CGI: Mike DiCola
Photography: Matt Cylinder
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