Change of scene: The pop-up store given a regular makeover

Although pop-ups are transient by nature, the brand asked Schemata Architects to refresh the design five times to match a different part of 3.1 Phillip Lim’s philosophy. The architectural studio was given a set of ‘almost opposing’ words and each design scheme was based around these dichotomies: dynamic/effortless, youth/elegance, classic/madness and luxury/pragmatic. 

‘We interpret the words not in an opposing relationship such as ‘A versus B’, but re-interpret them as ‘A and B at the same time’. And we expect that something new will emerge from the new relationship,’ says the studio.

The space is divided into two zones, which are designed in almost opposing ways, and then mirrors are used to connect the zones. ‘When you enter the shop, real images and reflected images merge into each other to create a new relationship that is ‘A and B at the same time’,’ says Schemata.

The use of opposing forces in design has emerged from The Polarity Paradox, a consumer mindset with contrast at its core.