Today we sit down with "Designer Original Products Enterprise's" Andile Cele as we look back at the POP-UP store project with STRUSSbob.
HOW WAS THE PROCESS OF CREATING THIS SPACE:
andile:It was a challenge because doing something for two brands that are still in their growing phase and their identities are not set in stone can become a bit tricky!
HOW SO:
a:Well the colour scheme for one is much easier to work with a brand that has a solid brand structure and uses the same/similar colours in everything they do.The space is created around the products coming into it so basically we need to know whats coming in and how much of it is coming,styles coming in and so on....you would be suprised @ how much things like that change...which makes things a bit difficult.Also you need to find common ground,without losing each brands values and direction.
ARE YOU HAPPY WITH THE SPACE:
a:Yeah.... i think the space did best in housing the product that STRUSSbob had created and having LEEROY with photo exhibition was a nice touch, and i really felt that was the key element to connecting the two brands together,people see us as this arty/fashion/lifestyle store and having product shots STRUSSbob displayed as an exhibition was DOPE!!!
DID IT ARCHIVE WHAT BOTH BRANDS WANTED:
a:Yeah.....opening night for it was really great,because having worked so hard on the space and when our friends/family/customers see and enjoy the products and then the space is very rewarding.Also financially its gotta make sense, so selling out on a few lines within days of the opening is great and having the luxury to have so much variety of different products that we wouldn't be able to have in our STREET space is also great for everyone(Brand/store/customer).The hype that it also creates for both brands is something that is not easy to do,because its like getting followers of one brand to mix with followers from the other and that to me is what DOPEstore is about!
THANK YOU FOR TALKING TO US:
a: No problem!
The DOPE x STRUSSBOB pop-up store closes today 15 August 2011.
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