Paris, 2022

Project: Bershka x Lollapalooza Festival.

Client: Bershka.

Location: Paris, France.

Author: External Reference; Carmelo Zappulla.

Team:  Sebastian Amorelli, Vianella Maestra, Silvia Signorello.

Project Management: External Reference.

Collaborators: Oxido Taller, Bershka.

Photography: Bershka.

External Reference collaborated with Bershka to design the Bershka Custom House at Lollapalooza music festival in Paris. The stand upholds the unique identity of the brand: young-minded, bold, and real. The design incorporates a powerful graphic identity with Bershka´s customization technologies in a playful way to create and celebrate the experience of the customer and the brand.
The design studio creates an eye-catching installation where Bershka’s newly developed physical-digital collection and their digital mascot Lil’ Kreets, which manifest as 3-meter-tall inflatables, are used as a canvas for the customization features of the collection. The stand takes shape from the juxtaposition of the containers together with other primary architectural shapes, which are combined with a bold and colourful palette, drawing the attention of the festival attendees, and inviting them to venture into the different zones that Bershka’s Custom House offers.
The customer journey starts on the ground floor at the customization lab where visitors can create unique designs on the screens. The experience is elevated and immersive when the visitor reaches the first floor which features a 3D Dressing Room Experience where they can try on and visualize themselves wearing digital garments created solely for this festival. The floor also features an art installation that fills the central patio with vibrant coloured fabric hanging from the metal structure of the stand. The rest of the space acts as a lounge where the visitors can hang out and relax.
This new pop-up retail project draws attention to the need for innovation and customisation in the ever evolving and fast-changing retail sector.