On why temporary spaces deserve a permanent feeling.
Pop-ups are having a moment, again, and not all of them are worth stepping into. The best ones don’t try too hard. They feel like an invitation. A small corner of the world where a brand says, This is who we are through careful details that are relevant to that brand.
At Àșę, we design spaces that we refer to as "immersions." For us, a pop-up is more than just a booth or a shelf; it is a concentrated representation of a brand's attitude, beliefs, and identity. Sometimes, the focus is on sales, while other times it is about expressing your vision, voice, values, and overall vibe. Regardless of the purpose, everything begins with a clear concept.
What do you want people to walk away knowing or feeling?
Once you answer that, everything else flows: The layout. The lighting. The color palette. The movement through space but the secret weapon? Activities. Engagement. The part that moves people from observer to participant.
We experienced this firsthand while designing a booth for Mano. Their request was simple: "Make it feel like a marketplace." The challenge was that we had only five days, one booth, and minimal signage to achieve this goal. To overcome this, we allowed the space to communicate through bold design, engaging activities, and thoughtful flow. Visitors didn't just walk past; they were drawn in, curious and interested. They lingered, touched the displays, asked questions, downloaded the app, played games, and even colored on our storyboard. The space was effective because it told a story without being loud or overwhelming.
On the other hand, here’s what we don’t recommend: a banner, a chair, and a tense attendant trying to convince someone to engage. Unless you're handing out snacks (which is a great idea!) or people specifically came for you, that setup won’t attract anyone. It's passive. And pop-ups should never be passive.
Right now, we’re working on a fragrance experience, something intimate, immersive, and textured with memory. It’s still under wraps, but what we’re building is less of a retail corner and more of a feeling you carry home.