Space

NEW BALANCE -NB PRO DOWN- POPUP STORE

Extra Form

Country	Korea
Year	2017
Award	GRAND PRIZE
Client	NEWBALANCE KOREA
Affiliation	WDYW
Designer	DON KIM, HYOJUNG LEE
Description(English)	The store designed the space based on its key words. In order to express the "degree of gravity," the store used a low-powered motor to set up a mobile installation, directly displaying how the product reacts to air and wind to appeal its lightness. The facade and overall space ambiance was shaped via contrasting light and shade to express a difference in temperature. By using glass that expressed the saturation of light and dark metallic texture that contrasts the light clearly defined the concept, uniting the overall display into a single context.
Description(Native)	뉴발란스 코리아의 새로운 주력 아이템인 프로다운 재킷 런칭을 고객에게 감성적으로 어필하기 위한 팝업스토어로서, 제품 강점인 '경량성'를 ’중력의 정도‘로 정의하고 모빌 인스톨레이션을 설치하였습니다. 10분에 360도 1회전하는 구동형 저속 모터를 적용한 모빌 행거를 통해 제품이 공기와 바람에 반응하는 모습을 직접적으로 전달하여 가벼움이 느껴지도록 하였습니다. 파사드와 전체적인 공간은 제품의 또 다른 강점인 '보온성'의 디자인 표현 방법으로 ‘온도차‘라는 컨셉을 명암의 대비로 표현하였습니다. 빛의 응축을 표현한 유리와 차갑고 어두운 금속의 대립적 텍스처를 사용하여 컨셉을 명확히 하고 전체적인 디스플레이를 하나의 맥락으로 표현 하였습니다.
Website	http://www.wdyw.kr

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