FRESHERS ON TOUR WITH INSTAX

With analogue photography gaining increasing popularity amongst Gen Z, Fujifilm were keen to build engagement with this audience and showcase their Instax camera and the joy of instant analogue photography. Seed Marketing partnered with us for this project, where we were tasked with designing a pop-up event that would travel to 11 University cities across the UK during their Freshers Weeks.

We wanted to create a pop-up event that evoked the fun and playful experience of using this product whilst feeling connected to the student experience. The idea was inspired by the way student's socialise, often at parties at each others houses, with the kitchen at the heart. This developed into our Instax pop-up kitchen, where students were invited to explore the range of products and learn how to 'cook up memories' with expert photography tips.

COOKING UP AN EXPERIENCE

The event featured a series of interactive areas, starting with bright, colourful fridges, that set the tone of this vibrant kitchen space. Decorated with bold messaging and Instax photos they could be opened to reveal an array of products. Within the van itself a seating area invited customers to relax and spend time trying out the products as well as taking photos with friends, using the fish-eye mirror. This then led into the main kitchen decorated with bright pans, a mock cook top and a “recipe book” full of photography tips. The back wall was filled with cameras of every colour, as well as cans of 'food' to create a vibrant pantry within the kitchen.

The kitchen was housed within a van, primarily for ease of movement as it toured around the UK, however, this it had numerous other benefits, such as raising the height of the back area of the event, creating a more dynamic and eye-catching layout. In addition, the van allowed for a more sustainable design as it reduced the need for single use structures being built, which we extended through the use of rentable items, such as fridges, to ensure that as much of the event could be reused or recycled afterwards.