design rationale...

As my design is now starting to take shape, I thought it was about time to share it with you...The idea behind my design is to create a temporary space in which the public can come along and share their feelings and ideas regarding current environmental concerns.

You may remember that my project initially started with the notion of cars and how they have affected society and their environmental impact, however I feel my design brief has developed since then. I do not intend for cars and the issue of eco-cars to be the main focus of my installation, instead the focus for the installation will be how people can make changes to their life in order to help the current environmental situation. I have already established though my research into the car and its affects that change is needed, therefore I want to use the installation as a gateway to engaging people in the issues and how to change.

I chose the 'Act on CO2' initiative, which incorporates the Department of Energy and Climate Change, the Department for Transport and the Department for Communities and Local Government, as the client for my installation as they are committed to making people aware of climate change and how they can do their bit. They have several campaigns currently ongoing through the television and radio, and their website contains a lot of useful information however I feel that more can be done to bring the message to the general public.

The aim of my installation is to bring the 'Act on CO2' message out to the general public, into their domain so they can access the information in a specifically designed environment. I also want the installation to be a place where the public can share ideas, leave messages and communicate with each other. The installation will be situated within town squares, parks and other public spaces throughout the country, however the installation will only remain within each place for a week at a time.

The idea of the temporary 'pop-up exhibition' has been influenced by its use in retail where guerrilla marketing has become very popular.

"Guerrilla marketing is an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla marketing tactics are unexpected and unconventional; consumers are targeted in unexpected places, which can make the idea that's being marketed memorable, generate buzz, and even spread virally. Guerrilla Marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, pr stunts, any unconventional marketing intended to get maximum results from minimal resources."

Many retail brands use the notion of pop-up retail to spark spontaneity within the customers and a sense of 'limited edition' is created. Companies such as Vacant use the idea open retail concept and exhibition stores that last for only one month in empty spaces within major cities. There is also evidence that mobile pop-up stores have been in use since 2003, the London Fashion Bus was a touring showroom constructed from a refitted double-decker bus that brought unique designer pieces to areas throughout Britain that don't have London's uber-trendy boutiques and outlets. Another company using the mobile approach is Oceanic, a Brazilian cosmetics firm, which used Fiat Doblo minivans to transport their goods to prime consumer locations. The company was also able to cater each venture with the mobile store's inventory being customized for different locations. A more comprehensive list of pop-up retail companies can be found at Trend Watching.