B.READY FOR NICE WEATHER ON THE BLUE BEACH
Summary
The B.READY Blue Beach pop-up was designed to launch a collaboration product between men’s makeup brand BIREDY and Nice Weather.
The story of another blue beach in Busan, near the sea in Haeundae, captures the coolness of the two hip brands in color and mood.
Concept
The space, covered in blue sand, evokes both a sandy beach and the sea itself.
It was designed with the hope that the essence of Nice Weather and B.READY’s ‘Wish Blue’ would merge to create a refreshing summer sea experience, offering a special escape from the hustle and bustle of daily life.
B.READY x Nice Weather Collaboration Products
A key challenge was how to appropriately express the distinct sensibilities of both brands in one space:
B.READY, ‘a brand for Seoul’s youth who are comfortable yet confident in expressing themselves,’ and Nice Weather, ‘a lifestyle brand geared towards cultural consumption.’
After much consideration, we drew inspiration from summer vacationers in Haeundae and adopted the concept of ‘another blue sea in Haeundae.’
The goal was to allow visitors, even during a short stay, to experience a cool and trendy summer sea and fully embrace a moment of vacation.
When planning an exhibition or a brand pop-up, our primary consideration is not how impactful the space ‘looks,’ but what we intend for visitors to ‘feel.’
While visual ‘wow factors’ are important, the emotions visitors take away from the experience, prompted by various elements, are paramount.
Instead of investing in large, expensive structures, we focused on perfecting every detail.
To create a sharp contrast with the hot summer weather outside, we set up a blue beach bar serving drinks and cultivated an energetic atmosphere with cool temperatures and lively music to convey the brand’s image.
“Our goal was to create a space
filled with ‘Wish Blue’ that
offered an unconventional
summer getaway, introducing
B.READY while naturally
incorporating Nice Weather.”
filled with ‘Wish Blue’ that
offered an unconventional
summer getaway, introducing
B.READY while naturally
incorporating Nice Weather.”
The space, filled with ‘Wish Blue,’ was designed to be an unconventional vacation spot.
While actual water and waves would have been ideal, they were logistically impractical.
Instead, we covered the entire floor with blue sand to evoke the feeling of both a beach and the sea.
A wooden deck, built plank by plank, allowed guests to enjoy the beach atmosphere without the inconvenience of stepping in the sand.
It was important for us that visitors stayed to enjoy the space, rather than just taking a quick look.
To encourage longer visits in the small venue, we focused on details.
We provided chairs and sunbeds for lounging and listening to music, and placed magazines that fit the blue aesthetic and the theme of travel in Busan.
Products were artfully displayed alongside cocktail shakers, base spirits, and syrups, as if ready to be mixed at a real bar.
Although we didn’t actually serve cocktails, every space within the customer’s line of sight was meticulously designed to create an authentic bar atmosphere.
The pop-up featured an infinity room with mirrors on both sides, creating the illusion of an endlessly expanding space.
Near the entrance, a large lifeguard chair, complete with fun sunglasses and props, served as a perfect spot for memorable photos.
The interior of the infinity room was a sandy beach where visitors could sit and play.
Time flew by as guests built sandcastles and created shapes with the soft, moist, almost slime-like blue sand.
Near the entrance, a large lifeguard chair, complete with fun sunglasses and props, served as a perfect spot for memorable photos.
The interior of the infinity room was a sandy beach where visitors could sit and play.
Time flew by as guests built sandcastles and created shapes with the soft, moist, almost slime-like blue sand.
“Metaphorical yet direct experiences are what build a brand.
This includes everything from the bright energy, wit,
and joyful music evoked by the color blue,
to the tactile sensation of the sand and the sweet taste of a sparkling drink.”
This includes everything from the bright energy, wit,
and joyful music evoked by the color blue,
to the tactile sensation of the sand and the sweet taste of a sparkling drink.”
Inside, a dedicated shop space sold the collaboration products.
This area had a different atmosphere, with shelving and lighting designed specifically to enhance the product experience and drive sales.
Although we didn’t sell other Nice Weather products, we displayed them alongside the collaboration items, creating the impression that a section of a Nice Weather store had been transported into the pop-up.
No blue was quite like it. We reviewed the color samples multiple times to find the perfect shade.
The space designer meticulously sanded each surface to achieve a vintage feel.
After completing the space, we even filmed ourselves dancing with the team leader. It wasn’t just out of sheer joy.
it was content for our YouTube channel, created to share our passion and promote the project. (Search for ‘Team Work’ on YouTube).
Design Key Points
From the moment of entry, visitors can feel the unique charm of an unconventional summer destination inspired by the blue sea.
The space is filled with playful details that invite guests to stay and experience — to see, hear, touch, and taste.
Through every sensory moment, the brand’s witty, “hip” mood and energetic spirit are vividly expressed.
- Amorepacific Creatives
- Design
- 허유석, 백지영, 고은영
- Photography
- H space/ 장순혁작가
- B READY Team
- 허도윤, 한정은, 김중용
- Visual
- 최주원, 비레디팀
- Video
- 비레디팀
![Exhibition [The House of Beauty Scientists] 's work list thumbnail](https://cdn-design.amorepacific.com/contents/2024/08/02172154/24_88_list_thumb-1024x665.jpg)
