Boxpark Shoreditch —Deconstructing the Chevron

Boxpark Shoreditch—Deconstructingthe Chevron

2015 / filthymedia Case Study: Boxpark Shoreditch / 01

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Boxpark Shoreditch —Deconstructingthe Chevron

—BriefBOXPARK SHOREDITCH is the world’s first pop-up mall. Launched in 2011, it will only be open for four years. The site is constructed out of disused shipping containers, creating unique, low cost pop-up stores.

The site backs on to Shoreditch High Street Station, with the footfall of the station estimated at 120,000 per week. Their target audience are shoppers, commuters and tourists In place already was a strong identity of large industrial typography and geometric chevrons. The chevron itself was derived from pavement markings which span the lengthof the mall.

Because of the temporary nature of the site, BOXPARK SHOREDITCH approached us with the intention of shifting their shopping experience online. Another concern was their name, which links them to a physical location, as opposed to a global online presence.

—SolutionOur approach was a re-brand to @BOXPARK. Accompanying the name is the new strapline, INSTORE / ONLINE / MOBILE, and abrand language using @s and #s as a wayto encourage people to share anythingabout @BOXPARK.

To reinforce the shift from physical to online, we deconstructed the iconic chevron, creating a new visual identity with clear ties to the original BOXPARK SHOREDITCH branding. Shoreditch High Street Station was chosen as the perfect space to advertise the evolution of the BOXPARK SHOREDITCH brand.

Tube stations can be a place of uniformity, void of local identity. Shoreditch High Street Station is many peoples first point of contact with the area so our aim was not only to deliver the @BOXPARK message, but to also provide a unique visual experience, unlike any other found in London’s tube stations. The outcome was a large format installation, spanning the entire width of the station.





—SolutionThe pattern is made up of large black and white strokes, with sharp angles reminiscent of the shipping containers. As the observer walks down the stairs from the platform, the thick angles guide the eye towards the new brand, @BOXPARK and it’s accompanying strap-line “INSTORE / ONLINE / MOBILE”. In between the two sets of stairs is the main focal point of the space, which we used to reinforce the message and detail the monthly events and pop-ups @BOXPARK.

We applied the same visual language to a set of repeating posters, which were distributed to the areas surrounding @BOXPARK. Finally, to give the campaign locational context, the deconstructed pattern was applied to the side of the 40 foot container along the front of@BOXPARK.

—ConclusionSince this campaign, @BOXPARK’s website traffic has increased by 70%, their social media following has grown exponentially and @BOXPARK has cemented itself as a leading contender in the online marketplace.



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Boxpark Shoreditch —Deconstructing the Chevron