Macy’s brought together HWKN and Neverstop to produce their first ever Macy’s Thanksgiving Day Parade mobile retail outlets. We spent our 2012 Thanksgiving in New York City executing the three pop up stores, designed by HWKN, featuring the likeness of Macy’s iconic holiday elf.
Macy’s brought together HWKN and Neverstop to produce their first ever Macy’s Thanksgiving Day Parade mobile retail outlets. We spent our 2012 Thanksgiving in New York City executing the three pop up stores, designed by HWKN, featuring the likeness of Macy’s iconic holiday elf.
The Macy’s Pop-Up Shops were a compliment to the November 21st Inflation Day
event, the night before the 86th Annual Macy’s Thanksgiving Day Parade festivities. They were also alongside the parade route the morning of the Thanksgiving Day Parade.
The trailers were designed and produced with function, portability and playfulness in mind. The structures stood 10 feet tall, 12 feet wide and could accommodate two sales representatives, as well as merchandise all inside the trailer. The unique shape, which comes from a lightweight aluminum frame, is removable for ease of transport and repurposing.
The objective of the Pop-Up Parade Shops were to provide an outlet for Parade fans and tourists to purchase limited-edition Parade merchandise – with core items designed and produced specifically for the pop-ups.
