Primera operated a pop-up store at B CLEAN, located on the B2 floor of The Hyundai Seoul—a retail space known for gathering brands that
captivate the Millennial and Gen Z generations. The pop-up served to introduce our rebranded ‘prmr’ wordmark, allow customers
to test a range of Primera products, and offer samples of our new ‘Perfect Oil-to-Foam Cleanser.’
Concept
The design for our pop-up at The Hyundai Seoul began with a dual challenge: how to effectively convey Primera’s rebranded image while also efficiently producing
fixtures for short-term use. Typically, pop-up fixtures are custom-made for a specific location and budget, and are simply discarded afterward. While storage and
reuse is an option, it requires space and incurs costs, and without a clear plan for the next event, stored items often end up being thrown away anyway. For this
pop-up, we wanted to embody Primera’s commitment to the coexistence of sensory enjoyment and sustainability. Our goal was to furnish the space with fixtures that
were designed to have a life beyond the event, eliminating the need for disposal.
Buildweller is a company that creates modular furniture and solutions for new ways of
living, proposing sustainable methods for utilizing space. Their ‘Modular System’
uses identical unit components (‘Modular Parts’) to create everything from small
objects to large-scale furniture and spatial elements. Because all pieces are assembled
using a ‘fastening’ system rather than permanent ‘joining’ methods, they can be completely
disassembled and reconfigured, allowing for expansion and modification even during use.
For this Primera pop-up, we utilized Buildweller’s Modular System to create fixtures that
would not be discarded after the event. We selected a metal finish that aligned with Primera’s
rebranded character. To ensure the pop-up stood out from a distance, the floor was covered
with a ‘Seed Yellow’ carpet, a color representing Primera’s technological expertise.
For a New Year’s themed customer participation event, we created a lucky draw
game using the ‘prmr’ wordmark. A custom board was fabricated where customers
could drop a product-shaped coin imprinted with the wordmark; they could then
take home a product sample from the slot where their coin landed.
Throughout the pop-up, we also created a festive New Year’s atmosphere.
Customers who made a purchase could participate in a fortune-telling game,
and we placed cards with New Year’s greetings around the space.
The space for testing and purchasing products was divided into three
distinct zones to allow customers to easily find and experience
products from each line: The new AG.VCN™ line zone, Primera’s
Bestsellers zone, MEN IN THE PINK men’s line zone.
