'THIN AND POWERFUL' POP-UP | LOWER EAST SIDE, NYC

SERVICES: DESIGN + BUILD, CUSTOM INSTALLATIONS, PROGRAMMING, PRODUCTION MANAGEMENT

CONTRIBUTORSAEROSYN-LEX MESTROVIC, SHANTELL MARTINPETE DEEVAKUL, JAEGERSLOAN, BIG MAGAZINE

Dell’s launch of a new line of “thin and powerful” products aimed at creative professionals on-the-go called for an entirely new way for these consumers to connect with the brand. WCIP created a modular, transformative space for NYC creatives to showcase their ideas while keeping the technology in the spotlight. For three days and three nights, a curated series of events, talks, and screenings played out against a backdrop of custom-built moveable walls that seamlessly morphed from circular tables for work into smooth projection surfaces for presentations and events. The space was further divided into three zones dedicated to a different creative profession: fashion, film, and architecture – brought to life as street-facing workpods that lived on into the night as window displays.

The public and media reception was effusive; trend forecasting blog PSFK reported “What makes this [pop-up] so delightful is that Dell plays a more humble role, emphasizing creative thinkers and their work... Here the message is clearly that Dell serves the artists, and not the other way around, which helps supports the local creative community and build engagement and opportunity.” 

Photos by Gregory Holm.