MASTER’S DISSERTATION | INTERIOR ARCHITECTURAL DESIGN

KARAGÖZ, E. (03.04.2012) DESIGN OF POP UP SPACES AND MARKETING RELATIONSHIPS, 221 PAGES

In this study, the relationship between pop up space design and marketing is analyzed using analogue/digital literature, regional/spatial observation and personal interview. The pop up space conceptually defined and classified. Marketing factors affecting the pop up space design and design decisions for 11 selected examples from Turkey and 31 from the rest of the world are analyzed. Analysis is processed into the charts. Through the charts findings and results is described. There are foresights related to the evolution and transformation of pop up spaces. The importance of pop up spaces that is associated with different disciplines is explained.

Keywords: Pop Up Space, Architectural Design, Interior Design, Marketing, Guerrilla Marketing, Experiential Marketing

COLOR CODES USED FOR ANALYZING EXAMPLES

SECTOR MARKETING AIM LOCATION

TRANSPORTATION PRODUCT ADVERTISEMENT AND SALE COMMERCIAL SPACES

TEXTILE, CLOTHING AND FOOTWEAR COLLECTING DATA AND SALE RESIDENTIAL AND INDUSTRIAL SPACES

HEALTH AND BEAUTY IMPROVING BRAND IMAGE CULTURAL SPACES

FOOD IMPROVING BRAND IMAGE AND SALE PUBLIC SPACES

CHEMISTRY TYPE OF SPACE VARIOUS

MEDIA INTERIOR DESIGN FEATURES

EXPERIENCE TYPE MOBILE

ENTERTAINMENT VIRTUAL FAST IMPLEMENTABLE

ESTHETIC TIME LOW COST

EDUCATIONAL 1 DAY - 8 DAYS HIGHLY GRAPHIC

ESCAPIST 8 DAYS - 1 MONTH UNUSUAL, UNEXPECTED

MARKETING DECISION 1 MONTH - 5 MONTH INTERACTIVE

USING SYMBOLS MORE THAN 5 MONTHS INSTALLATIONAL

GROWING IN SEVERAL DIRECTIONS VARIOUS HYPERREAL

USING LOW COST SOLUTIONS REPETITION ADAPTABLE

USING TECHNOLOGY MORE THAN ONCE ILLUSIVE

COLLABORATING WITH RIVALS ONCE SYMBOLIC, ASSOCIATIVE

Storefront for Art and Architecture, New York, 2011

Augmented Structures v1.1 | Acoustic Formations of Istiklal Street, Istanbul, 2011

Airwalk, New York, Los Angeles, 2010

Movie App/Augmented Reality Ikea IPhone App. Super Mario/Augmented Reality

3D Holographic Virtual Reality/Augmented Reality

EXAMPLES FROM AROUND THE WORLD

2003

1 Song in the City, New York, Boston

2 Target - Isaac Mizrahi, New York

2004

3 Comme Des Garcons, Basel, Los Angeles, Cracow…

2006

4 Camper Together with Campana Brothers, Berlin, London

2007

5 Rockport Torsion by Adidas, New York

2008

6 Chanel Mobile Art, Hong Kong, Tokyo, New York, Paris

7 Louis Vuitton x Comme des Garcons, Tokyo

8 Nike 1960, London, Roma

9 The Level Tunnel, Mexico City, Athens, Paris

10 Puma City, Boston, Alicante, Stockholm

11 Flash, New York

2009

12 Target McQ Market, New York

13 Black Comme des Garçons, Tokyo, Nagoya, Fukuoka, Osaka, Hong Kong, London, New York, Paris, Seoul

14 Vogue Nippon x Comme des Garcons, Tokyo

15 Quiksilver Pop-Up Shop & Mini-Ramp, New York

16 Nomiya Temporary Restaurant, Paris

17 Target - Anna Sui, New York

18 Gucci-Ikon Temporary, New York, Miami, London, Berlin, Paris, Hong Kong, Tokyo

19 The Wired, New York

2010

20 Zou corp., Warsaw

21 Target - Liberty of London, New York

22 The Denim Bar, London

23 Richard Chai & Snarkitecture, New York

24 Airwalk, New York, Los Angeles

25 The Push Button House, Venice, New York

2011

26 The Clinique Star Tour, Malaysia

27 Levi's ® Workshops, Los Angeles, San Francisco, New York

28 Dezeen Watch Store Pop up, London

29 Nicola Formichetti, Gage / Clemenceau, New York

30 Irene Neuwirth & TheVeryMany, New York

31 BMW Guggenheim Lab, New York, Berlin…

Song in the City, New York, Boston, 2003

Isaac Mizrahi, New York, 2003

Comme des Garçons Guerrilla Stores, Basel, Los Angeles, Cracow, 2004-

Camper Together, Berlin, 2006

Rockport Torsion by Adidas. New York, 2007

Chanel Mobile Art, Hong Kong, Tokyo, New York, Paris, 2008

Louis Vuitton x Comme des Garcons, Tokyo, 2008

Nike 1960, Roma, 2008

The Level Tunnel, Mexico City, Atina, Paris, Fransa, 2008

Puma City, Boston, Alicante, Stokholm, 2008

Flash, New York, 2008

Target McQ Market, New York, 2009

Black Comme des Garcons, Tokyo, Nagoya, Fukuoka, Osaka,

Hong Kong, Londra, New York, Paris, Seul, 2009

Vogue Nippon x Comme des Garcons, Tokyo, 2009

Quiksilver Pop-Up Shop & Mini-Ramp, New York, 2009

Nomiya Temporary Restaurant, Paris, 2009-2011

Anna Sui, New York, 2009

Gucci-Ikon Temporary, New York, 2009

The Wired, New York, 2009

Zou corp., Warsaw, 2010

Liberty of London, New York, 2010

The Denim Bar, London, 2010

Richard Chai & Snarkitecture, New York, 2010

Airwalk, New York, Los Angeles, 2010

The Push Button House, Venice, 2007; New York, 2007, 2008

The Clinique Star Tour 2011, Malaysia, 2011

Levi’s® Film Workshop, Los Angeles, 2011

Dezeen Watch Store Pop-up, London, 2011

Nicola Formichetti, Gage / Clemenceau, New York, 2011

Irene Neuwirth & TheVeryMany, New York, 2011

BMW Guggenheim Lab, New York, 2011

EXAMPLES FROM TURKEY

2010

1 Beymen Pop up

2 Akmerkez FasiOnAir

3 Akmerkez FashiOn the Beach

4 Laundromat Pop-Up Shop

5 Galleria Illy

6 Akmerkez FashiOnUp / Western Country

7 Akmerkez FashiOnNew Year

8 Kanyon Box

2011

9 Akmerkez Fashionable Price

10 Akmerkez FashiONair2 Living Room

11 Basf Kids’ Lab

Beymen Pop up, Istanbul, 2010 | Akmerkez FasiOnAir, Istanbul, 2010

Akmerkez FashiOn the Beach, Istanbul, 2010 | Akmerkez FashiOnUp / Western Country, Istanbul, 2010

Laundromat Pop-Up Shop, City’s alışveriş merkezi, Istanbul, 2010

Galleria Illy, Istanbul, 2010

Akmerkez FashiOnNew Year, Akmerkez alışveriş merkezi, Istanbul, 2010-2011

Kanyon Box, Istanbul, 2010, 2011

Akmerkez FashiONair2 Living Room, Akmerkez alışveriş merkezi, Istanbul, 2011

Basf's Kids Lab, Istanbul, 2011