This pop-up is a perfect example of how signage can become part of the architecture—quietly reinforcing a brand’s identity through shape, light, and restraint.
Emma Campbell
CEO & Creative Director
This pop-up is a perfect example of how signage can become part of the architecture—quietly reinforcing a brand’s identity through shape, light, and restraint.
Emma Campbell
CEO & Creative Director
On Display in Covent Garden Piazza London : Korean skincare brand Laneige partnered with Space NK to bring their cult-favourite hydration range to life through a sculptural pink pop-up—equal parts skincare showcase and visual moodboard.
On Display in Covent Garden Piazza London : Korean skincare brand Laneige partnered with Space NK to bring their cult-favourite hydration range to life through a sculptural pink pop-up—equal parts skincare showcase and visual moodboard.
Behind the Build
Designing a brand experience that feels both eye-catching and understated is no small task—especially in a destination as high-traffic as Covent Garden, London. The creative challenge here was blending bold presence with brand softness.
From the exterior, backlit dimensional letters emerge softly from a curved blush-toned structure—an understated but elevated take on brand presence. The message “Available at Space NK” is tucked in thoughtfully, supporting the story without overwhelming it.
Behind the Build
Designing a brand experience that feels both eye-catching and understated is no small task—especially in a destination as high-traffic as Covent Garden, London. The creative challenge here was blending bold presence with brand softness.
From the exterior, backlit dimensional letters emerge softly from a curved blush-toned structure—an understated but elevated take on brand presence. The message “Available at Space NK” is tucked in thoughtfully, supporting the story without overwhelming it.
The In-Person Impact
The Laneige experience begins before visitors even enter. From the warm lighting to the softened palette, everything about the space feels inviting, gentle, and glowy—mirroring the effects of the product itself.
A softly lit affirmation—“STAY YOU. STAY BOUNCY & FIRM”—sits above product shelves, acting as both campaign tagline and emotional touchpoint. Seating, samples, and skin consultations encouraged dwell time and interaction, but nothing felt forced. In a sea of overstimulating brand activations, Laneige created something rare: a retail moment that slows you down. The signage didn’t shout, but it guided—subtly reinforcing the experience at every turn.
The In-Person Impact
The Laneige experience begins before visitors even enter. From the warm lighting to the softened palette, everything about the space feels inviting, gentle, and glowy—mirroring the effects of the product itself.
A softly lit affirmation—“STAY YOU. STAY BOUNCY & FIRM”—sits above product shelves, acting as both campaign tagline and emotional touchpoint. Seating, samples, and skin consultations encouraged dwell time and interaction, but nothing felt forced. In a sea of overstimulating brand activations, Laneige created something rare: a retail moment that slows you down. The signage didn’t shout, but it guided—subtly reinforcing the experience at every turn.
Latest projects
Storefronts
Retail Interiors
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The North Face flagship in Shanghai
The North Face Reimagines the Outdoor Store for China’s Urban Explorer
Storefronts
Retail Interiors
Visual-Merchandising
The North Face flagship in Shanghai
The North Face Reimagines the Outdoor Store for China’s Urban Explorer
Storefronts
Retail Interiors
Pop-Ups
Loewe Perfumes - a garden pop-up at Selfridges
A surrealist garden maze of tomatoes and scent brings Loewe’s to life.
Storefronts
Retail Interiors
Pop-Ups
Loewe Perfumes - a garden pop-up at Selfridges
A surrealist garden maze of tomatoes and scent brings Loewe’s to life.
Latest projects
Storefronts
Retail Interiors
Visual-Merchandising
The North Face flagship in Shanghai
The North Face Reimagines the Outdoor Store for China’s Urban Explorer
Storefronts
Retail Interiors
Pop-Ups
Loewe Perfumes - a garden pop-up at Selfridges
A surrealist garden maze of tomatoes and scent brings Loewe’s to life.
