Ekonika | Pop-up
2025 | 26.5 sq.m
Architects: Egor Bogomolov, Valerii Egorov, Sasha Kabashnaya, Dasha Lebedeva, Karina Krezhenevskaya, Dima Krylov, Anna Obolenskaya
Photographer: Varvara Toplennikova
Photographer: Varvara Toplennikova
For its new project, the brand Ekonika approached us with the goal of creating a pop-up that would become a standout moment both offline and in the digital space.
Ekonika is a large and well-established brand with extensive experience collaborating with leading studios, so the challenge was to develop a concept with a strong “wow” effect — one that would capture attention, surprise visitors, and become a focal point within the shopping center.
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The key request from the client was virality. The pop-up needed to be visually striking from every angle, including from above across multiple floors, while also conveying the idea of the new SENSE line.
It was equally important to incorporate several activations into the space, allowing each visitor to interact with the brand, immerse themselves in the atmosphere of the collection, and take a part of the experience with them. This led to the metaphor of a seashell — soft and fluid in form — embedded into the flow of visitors and crowned with a pearl.
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This image became the semantic core of the project: the shell symbolizes naturalness, sensuality, and inner beauty, while the pearl represents the essence of the SENSE collection and its character. Through sculptural forms and tactile materials, the team aimed to express the emotional depth, warmth, and femininity embedded in the line.
The space is composed as a soft, flowing structure in which curved lines guide movement and create a sense of seamless transition between zones. Several activations enhance the multi-sensory experience.
axonometry
An interactive phone allows visitors to “call” into the SENSE universe — by dialing a number, guests immerse themselves in the brand’s story. A photo booth functions as a ready-made aesthetic stage, designed for shareable, visually recognizable content.
The design process involved a number of specific challenges: achieving a striking presence within a temporary format, creating a bold visual image without relying on complex or time-consuming technologies, and carefully integrating the structure into the dense circulation of the mall environment.
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The team worked with lightweight yet expressive materials that allowed for sculptural plasticity while remaining structurally reliable. Despite its temporary nature, the pop-up was designed as a functional and technologically considered structure.
All elements are easy to assemble and dismantle, and the materials were selected to maintain form, deliver the intended visual effect, and ensure visitor safety. Engineering solutions are concealed within smooth surfaces, preserving the clarity of the concept.
The layout is logical and intuitive: activations are positioned at convenient points, and the circulation path is designed so that each guest can naturally move through all zones and experience SENSE as a cohesive emotional, visual, and tactile journey.
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