Venice Pop-up Store

Spell opened an eight-week pop-up store on Abbot Kinney in Venice, L.A. - a space that called for its own unique branded identity. The marketing team wanted a look and feel that could be used across our digital platforms and in-store, making the pop-up instantly recognisable wherever it appeared. I developed branded elements that worked across Instagram, EDMs, a graphic mural, in-store materials, as well as designed a limited-edition tote bag gifted to customers during launch week.

One key project I completed was a 2x3 paper hand-out sharing the Spell story, details about the pop-up, denim and the latest collection, Yellow Rose. It was designed to introduce new customers to the brand and inspire them to fall in love with it.

I was sent to California to spend time working in the store to better understand the American Spell customer. During my time there I also coordinated a “Meet Our L.A. Team” EDM, photographing and interviewing staff, created a store reel, and project managed the visual merchandising for the launch of the Flora collection.

For the store’s three front windows, I created a feminine, show-stopping display with cascading dried flowers, tulle, and layered campaign imagery. I worked with a local florist and sign writer to create the vision. The installation stopped customers in their tracks and received glowing feedback on launch day.

Images: Lockup variations  •  Store front branding  •  Limited edition tote bag  •  Event polaroid covers  •  Interior store mural  •  Pop-up paper hand-out in the store  •  Full foldout of the hand-out front & back  •  EDM  •  Me in Venice!  •  Launch party Instagram stories  •  Paste-up advertising  •  Store Reel I created  •  Flora collection launch visual merchandising