I happened to be in Chicago for the launch of RED at Gap and it's certainly continued to get lots of press since then. Interesting to combine pop-up retail with social good, and I think it's the first time I've heard about such an effort. It'll be interesting to see if this is just a fad or if more companies will become socially active through their products. Does anyone know how RED is doing?
FitchWalker, New York, has designed a pop-up store in Chicago that showcases Motorola merchandise produced expressly to help eliminate AIDS in Africa. Motorola is one of the brands participating in Product Red, a global initiative created by Bono and Bobby Kennedy to deliver a sustainable flow of private-sector money to the Global Fund to fight AIDS, along with Gap, American Express, Converse and Giorgio Armani. Features of the 1,000-sq.-ft., FitchWalker-designed Chicago store include curved fabric panels and illuminated Plexiglas floor boxes to focus attention on products. The text of the Red Manifesto is displayed as a silk screen across the fabric panels. "We're delighted to participate in Product Red," said Randall Ng, managing director of FitchWalker. "Motorola gave us exceptional license to help lend physical shape to an unprecedented fusion of retail and activism." To kick off the opening of the store, Oprah shot her show on location at the store last Thursday.
Link: FitchWalker Designs Motorola Pop-Up Store.
Link: (RED) .
Link: (BLOG) RED.
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