Sorel, a renowned footwear brand, marked a significant milestone in its history by celebrating the 50th anniversary of its iconic Caribou boot silhouette. To commemorate this achievement, Sorel opened a pop-up store in the lively neighborhood of Williamsburg, Brooklyn, New York. This 950-square-foot space, designed by architecture and design firm MG2 and completed in October 2023, has been recognized as a finalist in the retail or showroom category of the 8th annual GRAY Awards.
A Bold Visual Statement
The Sorel pop-up store was designed to be impossible to miss, with a striking visual identity that permeated every aspect of the space. A total of 25 gallons of Optimized Orange paint was used to cover every surface both inside and out, including the walls, ceiling, floor, exterior brick, and entry canopy. This extensive use of the brand’s signature colorway created an unmistakable orange glow that made the small storefront a standout symbol in the neighborhood.
Though this structure needed an immense amount of work, it did offer great window frontage, strong visibility, good adjacencies, and a unique brand statement—with an address on 6th Street that spoke for itself.
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Technology and Immersion
The pop-up store’s design leaned heavily into interactive digital experiences to engage visitors and create a memorable, shareable brand experience. A key feature was an augmented reality mirror that allowed visitors to step into a branded environment and capture images of themselves paired with the latest Sorel boot style, the Polar Bear, and various weather elements such as raindrops and swirling snow. These immersive images could then be shared directly to social media platforms, generating a staggering 36 million media impressions across Instagram Stories, posts, Reels, and TikTok videos.
Beyond the AR mirror, the interior of the pop-up store was designed to create a cohesive and engaging customer journey. A Heritage Wall displayed a curated collection of vintage Sorel advertisements alongside new campaign imagery, providing a visual history of the brand. A customization bar offered shoppers the opportunity to personalize their boot purchases with a variety of charms and laces, while a low-slung try-on area anchored by a metal grid wall provided a comfortable space for customers to test the footwear.
The design team behind the Sorel pop-up store consisted of MG2, with lighting provided by Design One Lighting, signage by FAST Signs, and AR technology supplied by Zero 10. The space was completed in October 2023 and went on to become a finalist in the 8th annual GRAY Awards.
