The brief
To commemorate World Book Day in 2018, online retail giant Amazon China planned a special event to promote the enjoyment and enlightenment of reading – a six-day ‘World Book Day’ pop-up event to be held at a shopping mall in Beijing. Pico involved in the design and fabrication of the pop-up venue, as well as carrying out event operations with the aim of creating a better reading experience and promoting Amazon’s Kindle e-book.
Creative execution
The event attracted 40,000 visitors to its four themed areas. Each area was located on a different floor of the mall, including a pop-up bookstore, a parent-child zone, and reading and movie areas with catering services, allowing visitors to read anywhere in the venue.
Visitors who dropped by the pop-up bookstore could choose from no less than 2,000 titles to read at their leisure. Different interactive areas further engaged visitors, with a 3D silhouette photo wall as a hotspot. Its design was inspired by the popular classics including The Moon and Sixpence, The Old Man and the Sea and The Kite Runner, making it an enticing photo opportunity for many.
