Haitang bay mall sk-ii pop up
Nestled beneath a soaring skylight and surrounded by luxury retailers, this 30'×30' SK-II pop-up had a lot to accomplish in a small footprint. The program called for product display, product testing, augmented reality, branded moments, and a point of sale, all within a space designed to move large volumes of mall traffic through fluidly and intuitively.
Early plans were open and inviting but lacked directional clarity. As the design evolved, each zone became more intentional — guiding visitors through a curated sequence where discovery led naturally to testing. A key insight emerged: by integrating the AR experience into the checkout queue, wait time became engagement time, turning a passive moment into another branded touchpoint.
The initial massings felt light and airy but didn't leave enough room for integrated brand moments like video screens and large-format graphics. Working in 3D early in the process revealed what 2D plans couldn't, allowing us to resolve spatial conflicts before they became costly problems.
Every detail, from product display fixtures to the testing bar, was designed with the SK-II brand in mind. Drawing on prior experience with the brand, I was able to anticipate their aesthetic sensibility and build it into the material palette from the start: soft chamfered edges, pill-shaped display cases, warm light wood, and SK-II's signature red and white.
As the design matured, we considered every exterior angle, ensuring the pop-up made an impression not just at eye level, but from the mall's upper floors as well. The decision to merge the checkout queue with the AR experience proved to be the defining move. Rather than waiting idly, visitors were invited deeper into the brand story, keeping engagement high all the way to the point of sale.
The success of the first month long pop-up led to plans for new designs in the next years as well. My process remained dedicated to human centered design principles, but adapted to the changing direction of the brand.
Images of the built pop-ups