The creative intention with the SmileStika pop-up was to elevate the eclectic and expressionistic nature of a nail salon, hairdresser or tattoo parlour — these spaces where one is pampered, beautified and spends time socialising with friends. Whether viewed from the outside or experienced within, every touchpoint presents the iconically recognisable touch-points of these beauty spaces — from the structural elements through to the decorative — in a completely new way.
Brought to life within Sydney’s busiest shopping destination of Pitt Street Mall, the pop-up activation took the unexpected form of a walls-and-all physical shop parachuted directly into the centre of a bustling precinct. Our cube-like structure was wrapped and adorned with decorative elements — architectural fascia, above-door logo placement, window product displays — that represent the hallmarks of a traditional brick-and-mortar shopfront. Over the course of the activation, the pop-up was viewed by tens of thousands of passersby, welcoming a plentitude within its doors to experience the fun new art of self-decoration.