This fictive pop-up concept for i-D magazine ‘Give my i (eye) a break’ enabled the magazine reader to physically connect with i-D, by triggering different senses. It was based on specific key insights that where gained in a target audience study and brand research for i-D Magazine. It was built on the insight that the target audience wanted to physically interact with the brand; an interaction in which other senses were triggered apart from sight. Iris connected this insight with the current experience economy trend and the magazine’s mission to showcase artists. Every edition has a different collaboration with an artist.
The pop-up event has different editions and every edition has a different theme. One of the four themes called ‘i odour you…’ was visualized. In this edition of the pop-up event, the i-D target group is able to discover different sub-cultures through scent. The scent maze would eventually show them which sub-culture fits their scent ‘taste’. The different scents are fictively created by the scent artist Sissel Tolaas.
The pop-up brand expression ‘i odour you…’ based on the concept; Give my i a break.
3D expression, made in collaboration with Marije van der Wal.
For the online strategy, a teaser video was made to promote the event, using both i-D’s and my own video content. The audio track used in the video was made by Titus Blekemolen and the video itself was edited by Iris herself.
On the left are the social media mock-ups of the video.
The final 3D presentation of the concept.