The Layover is a proposed 3-week pop-up for the luggage brand AWAY developed in collaboration with SR Projects.
For the proposal we were inspired by the experience of the layover, and the inherent dreaminess of the transitory state of travel. The main goal became to manifest the in-between, creating a place-less space, while evoking undefined sites. For us this came down to incorporating three main elements:
The Veil, The Screen, and The Landscape.
William Eggleston, Untitled (Glass on Plane), 1965-74
THE VEIL
Utilizing theatrical scrim mounted on frames, we can partition the space, creating rooms and alcoves for the various requirements of product display, artist/personalization stations, point of sale, etc.
The foggy transparency of the scrim will obscure the proportions of the space and lend a perception of the space as limitless, encouraging exploration while also avoiding the feeling of vastness often associated with pop-ups in large spaces.
Robert Irwin, untitled (dawn to dusk), Marfa, TX, 2016
THE SCREEN
The LED dot product is a technology intended to create a massive screen over areas the size of an entire building. We propose adapting this product for an interior installation. Spaced across a 4”x 4” grid, this “screen” becomes much more porous and abstracts the source image. The screen would cycle through various “slow-TV” style videos of various destinations. Up close the image becomes abstracted yet still evokes a place as a dream-like vision. This would reflect a certain aspect of the “layover” experience: your destination is only legible from afar. The screen will also work to unify the entire space through its projected color.
The LED Dot screen.
THE LANDSCAPE
Again borrowing a product from a different scale, we propose adapting the GEOFOAM product for the “furniture” of the space. GEOFOAM is a large block of EPS foam mostly used in site grading for roadways and landscaping. Extremely lightweight, malleable and inert, the foam replaces heavyweight sands and gravel.
Within the pop-up, the foam will be used to create a blank “landscape” which absorbs the colors from the screen while foregrounding the products, accessories, and accompanying staging.
The landscape would embrace the variety of geometries available, abstractly evoking different actual landscapes of the earth in different areas of the pop-up.
GEOFOAM sculpted landscape.
BRANDING
Our proposal also includes pop-up specific branding package:
Logotype - The goal is to create a unique logo that works well with the AWAY logo and could be used in a variety of locations including branded bags, employee shirts, invitations, social media, etc.
Monogram Wallpaper - Utilize the 17,576 possible letter combinations to generate a pattern which can be applied throughout the space either as a vector or across an entire wall.
Layover Swag - Identify products that are associated with layovers and personalize them with all-over monogramming. (sleep mask, toothbrush, compression socks, melatonin). The intention is to transform what is normally just an identifying mark to a pattern.
