Merch Popup | WEFT

Kuwait-based architecture studio WEFT uses colourful industrial elements to create a playful retail experience in their latest temporary popup design for an official merch collaboration between a local fast food joint BBT and Looney Tunes.

The merch store is housed within a series of shipping containers that were “dropped” on the cantilevered rooftop edge of BBT’s new joint Hilltop located in Kuwait City. A total of four shipping containers were modified, painted signal red and fused together to create an open plan layout.

The front-facing 40FT High Cube container is fitted with bold Hilltop signage sandwiched between two layers of translucent polycarbonate illuminating the rooftop and attracting passers-by from afar. The container placement also creates entry and exit pockets for customers and allows ample flow inside the popup.

Meanwhile, three 20FT containers at the rear are dedicated to the product showcase - fitted in a symmetrical layout with four multilayer mesh displays, two garment conveyors and a central check-out/garment customization counter. The garment conveyors, typically utilized at dry-cleaning stores, offer a playful retail experience - customers browse the merch by pressing a big red button which makes the garments rotate in a loop. Building further on the industrial narrative, the designers suspended a 3.6m long seamlessly welded mesh counter on yellow heavy-duty ratchet straps. The accent colour continues in electrical distribution, where the bright yellow hose is utilized to disguise exposed wiring. Finally, an array of red crates fitted with graphic identification tags are utilized as a stock storage solution running across the bottom of the full 18m long display elevation.

Container doors at each end are utilized to provide natural cross-ventilation within the popup whilst offering a french-balcony-like experience. On one side, the opening frames the views of Kuwait Towers and the Arabian Gulf, whilst on the other, the visitors enjoy views of Kuwait City with landmarks such as Al Hamra Tower (SOM) and NBK Tower (Foster & Partners).

The popup scheme was assembled in under 10 days using exclusively off-the-shelf materials readily available for immediate purchase in Kuwait.

In addition to the popup, the studio designed a window display setup and various outdoors accessories - branded umbrellas, x-shaped umbrella holders, seating pillows made of red tarpaulin, seat pad storage and trash units.

Project Details:

Size: 80m2

Location: BBT Hilltop, Kuwait City

Date of Completion: January 2022

Credits:

Popup Store Design: WEFT, Kuwait / www.weft.me / [email protected] / @weft

Roof Accessories Design: WEFT, Kuwait / www.weft.me / [email protected] / @weft

Window Display Design: WEFT, Kuwait / www.weft.me / [email protected] / @weft

Contractor: Shoeb Mohammed / Al Hudebiya Engineering, Kuwait / www.hdbsteel.com

BBT Hilltop Architecture: AAP, Kuwait / www.aap.company / @aap.company

BBT Hilltop Contractor: Al Daleel Co, Kuwait / www.daleel-con.com / @aldaleelco

Client: Swish, Kuwait / www.swishhh.net / @swishmylife

Photography: WEFT, Kuwait / www.weft.me / [email protected] / @weft