Soho Pop-up

The Background
In 2005 Pompei A.D. was commissioned by 66 Degrees North to design the trade show booth that would introduce their brand to the United States. Due to the great success of that trade show, 66 Degrees North asked Pompei A.D. to design a pop-up store that would introduce 66 Degrees North to the American public. The Client
Founded in Iceland by Hans Kristjansson, 66 Degrees North has been a national Icelandic brand for over 70 years. The brand includes lifestyle and high-performance gear and was named to reflect the latitude line at the edge of the Arctic Circle, the most northern part of Iceland’s extreme climate. 66 Degrees eventually evolved into a lifestyle brand for a much broader market, and remains an authentic cultural artifact of Iceland.

The Concept
Pompei A.D.’s concept for the 66 Degree North project was a pop-up store that would present the brand within the context of Icelandic Culture. The store would tell the story of the 66 Degrees North evolution from gear for Icelandic fisherman, to gear for anyone interested in a life of exploration. This concept introduced the American public to Iceland’s environment, culture and people through the use of multimedia displays and human interaction.

The Design
The 66 Degrees North pop-up store with its sculptural elements and open design, was an experiential merger of Commerce, Culture, and Community. The immersive experience included elements to engage all the senses. Images of the countries dramatic landscape, from lava beds to the Continental Shelf, appeared on fabric sections suspended from the ceiling. A film about Icelandic culture and travel was projected on the walls, and there was even a travel agency in one of the lounge areas in case shoppers were inspired to book a spontaneous vacation. A sand-like flooring made of black recycled rubber emulated Iceland’s volcanic beaches, specific lights were used to convey the Northern Lights, and Icelandic DJ’s played the countries current music.

The Result
The pop-up store proved to be a great success, not only for introducing 66 Degrees North to the American Market, but as the first in a wave of pop-up stores to open in Soho from late 2005 through 2006, including Uniqlo, Wired Magazine, Kodak, Starbucks Salon and Target. Plans are currently underway for future 66 Degrees pop-up stores across the U.S.