BASTO is a footwear brand under the banner of Belle International. In recent years, BASTO has focused on creating footwear in “Light Fashion” – advocating free-living and unrestrained lifestyle for women and providing comfortable products for different scenarios. In 2021, BASTO has launched the campaign of “Live Lightly” and invited MOC to design its annual pop-up store.
01.加強品牌印象傳遞：以“舞”表“輕”Strengthening Brand Impression：“Light” With “Dance”
BASTO has experience in building pop-up stores in the past years, which generated certain buzz and helped with the brand communication. But its concept of “Light Fashion” has not yet deeply rooted, resulting in a weak brand identity in the market. Evolving with the times, culture and art have gradually become a favorable push to re-energize business, and pop-up stores, as an attention-grasping form of business, can help a brand quickly spread their core spirit to consumers by strengthening the image of the concept, and inspire them to spread positive word-of-moth publicity.
Based on the annual theme of “Live Lightly”, MOC chose ballet as the design touchpoint – the softness and lightness, freedom and balance of the body embodied in dance are very much in line with the brand tone of BASTO. On the other hand, surrounding dance shoes, the brand has developed core products that feels as soft and comfortable as dance shoes.
02.輕盈卻有力：舞蹈般的建築形態Light But Powerful： Dance-like Architectural Form
MOC simplified the trajectory of a ballet dancer’s spinning into two concentric circles. By shifting the inner circle, a dynamic spinning effect is created, thus the spatial pattern of the pop-up store is formed.
▲俯瞰 Aerial view
In order to quickly make an impression on consumers and increase brand awareness, MOC chose a restrained architectural look to gain attention. The architectural texture is derived from the classic Tutu dress – a ballet dress made of multiple layers of stiff yarn.
▲穿著TUTU裙的舞者 Dancer in Tutu dress
Combined with the BASTO auxiliary triangle graphic, MOC designed a diamond shape with concave curved cross-p. A gauze-like semi-permeable texture is created with the finely perforated panels, which forms a facade that looks like the pleated tutu. The multi-layer perforated panels make the display inside the pop-up store appear as if hidden. Although it is made of metal, it presents a soft and lightweight quality.
▲結合品牌輔助圖形和tutu裙構成的立面肌理 Façade combining brand auxiliary graphics and Tutu dress
▲細密的沖孔消解瞭金屬的堅硬感 The fine perforation counteracts the hardness of the metal
▲半通透的立面肌理 Semi-transparent facade
▲多層沖孔板若隱若現，呈現出柔美輕盈的質感 Multiple perforated panels appear as if hidden, presenting a soft and lightweight quality
From the outside to the inside, the dominant hue of the framework is the brand’s signature turquoise. It spirals up in a dynamic and balanced style, which highlights the attributes of the brand. No matter consumers pass by or stand within the store, they get carried away by a strong awareness of the brand.
▲綠色紗裙般輕盈的外立面 The greengauze-like airy facade
▲軸側分析 Axonmetric analysis
The interior ceiling is mirrored to expand the space vertically, and the interior props are designed in dance form： the rotating spiral installation in the center is inspired by the classic ballet move – Pirouette.
▲空間展示道具形式來源於不同姿態的芭蕾舞者 The display props are inspired by ballet dancers in different postures
▲鏡面天花縱向拓展瞭空間 The mirrored ceiling expands the space vertically
The shelves towards different directions as the showcases lend from the ideas of the change and rhythm of the dancer’s posture in the ballet dance. With the dance shoes displayed, it allows customers to instantly relate to the ballet scene.
▲舞者和展架 Dancer and display stand
▲富有韻律感的道具細節 Details of props in rhythm.
▲服務臺細節 Details of Service Counter
03.拼裝挑戰The Challenge of Assembling
Like all the pop-up projects, this 13m x 13m store faced the challenges of a short construction period, and night shift only. Additionally, the project needs to be disassembled for transport and reinstalled for more display. MOC designed a structure with the ceiling and facade in modular ps, for easy installation and disassembly. All metal forms can be connected and clipped to each other in the most secure manner. Prior to shipping to the site for installation, they were pre-installed in the factory to test the feasibility and numbered for on-site installation before protective disassembly. All the components were transported to the site and installed in three nights. The project was eventually and perfectly presented to consumers.