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Brief Published: 4 Jan 2013

Swedish Watch Brand’s Cardboard Pop-Up


Polish architects Modelina Architekci has eschewed the watch industry’s tendency for lavish store environments by experimenting with modest materials in a new pop-up store for Swedish watch brand Triwa.

Located in the Poznán Plaza Shopping mall in Poland, the temporary store is formed from 900 cardboard tubes, held together by coloured ratchet straps. Designed to be simply and swiftly constructed, the humble, low-cost material has been crafted in the shape of a tank – a design concept inspired entirely by the functionality of the sturdy material rather than any military leanings on Triwa’s part.

It’s not the first time the brand has dabbled in the pop-up retail experience. In July 2012 Triwa launched a simpler pop-up store based on a suite of stacked boxes in the trendy Old Truman Brewery in East London – nestling neatly among the city’s other hipster-focused brands.

For more creative examples of pop-up retail spaces, see New Pop-Ups: Best Brand Boosts and Olympic Pop-ups. For more information on architectural spaces created from cardboard, see our spaces coverage on Upcycled Spaces. For more on low-fi store design concepts and visual merchandising conceived to enable fast-fix reinventions, see The Makeshift Mentality.


Modelina Architekci