Pop-up cultural space wins top design prize

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Pop-up cultural space wins top design prize

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The Adidas cultural complex, “Superstar Hall of Fame,” which popped up for just two months from late February to April in Garosu-gil in Sinsa-dong, southern Seoul, has been selected as this year’s winner of the internationally prestigious Red Dot Design Award in the Spatial Communication category.

The German multinational sports brand established the cultural complex in a form of a pop-up store - a popular marketing strategy brands use to capture consumers’ attention. Of course, not all pop-up stores are so successful. Consumers visit pop-up stores to learn about the differentiated story of a specific brand and experience new services. If there’s not much difference from regular stores, the pop-up store is sure to be shunned.

Among various pop-up stores appearing here and there, the Adidas cultural complex was especially successful in capturing the interest of hundreds of consumers despite a short exposure time. Their strategy lied in “space branding.” By joining hands with local architecture and design company Urbantainer, known for designing the Kakao Friends pop-up store and Club Octagon, Adidas allowed visitors to concretely experience in a space the feeling and quality of the brand, a somewhat abstract concept.

“We opened the ‘Superstar Hall of Fame’ to celebrate the year of Superstar in 2015,” said Lee Young-sook of the business department of Adidas Originals in Korea. “Therefore we are very honored to receive this prestigious Red Dot Design Award and we will continue to make efforts to come up with various marketing strategies so that we can communicate directly with our consumers.”

테스트

The Adidas “Superstar Hall of Fame,” a cultural complex that opened as a pop-up store in Sinsa-dong, Southern Seoul, is the winner of this year’s Red Dot Design Award in the Spatial Communication category. Provided by the company

The “Superstar Hall of Fame” showcased artworks inspired by Adidas Superstars while shedding new light on the company’s 40-year history. Visitors could listen to music, see performances as well as enjoy various art exhibitions.

BY YIM SEUNG-HYE [yim.seunghye@joongang.co.kr]

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