The Converse Pop-Up Directive was designed to enable our geo partners to build temporary retail experiences through a flexible concept that exemplifies the best brand services and expression. With modularity, sustainable sourcing, and global scaling in mind, the toolkit stems from Converse's existing retail concept and expands into a kit of parts that answer the needs and constraints of activations.

The directive consisted of pop-up retail strategies, creative direction, material application, key marketing principles, and engineering drawings. Expected to roll out across various global markets, it has already been adopted in China, Cambodia, and France.

Project: Converse Pop Up Directive
Location: China, Cambodia
Date: October 2023
Experience Design Lead: Justin Jiang
Design Partner: Seen Studios