UPDATE Energy Drink's Touring Focus Lab Is a Nomad Luxe Mobile Pop-Up Shop
UPDATE energy drink's touring Focus Lab, a Nomad Luxe Walk-In L, at the Pacific Design Center in West Hollywood
The Nomad Luxe Walk-In L with its gullwing canopy raised over the sliding doors, branded as UPDATE's touring Focus Lab
The back of the Nomad Luxe Walk-In L in UPDATE's silver wrap, with giant UPDATE cans in front
Inside UPDATE's touring Focus Lab: an LED screen, a tasting table and a lit can display in a Nomad Luxe Walk-In L
The sliding doors of UPDATE's touring Focus Lab, a 6.2 m Nomad Luxe Walk-In L mobile pop-up shop
UPDATE energy drink's touring Focus Lab is a Nomad Luxe Walk-In L, a mobile pop-up shop from The Clear Idea. The tour's next stop is Chicago on October 21.
For the tour, the Walk-In L has a silver UPDATE wrap with "Focus Lab" on its sliding doors. Inside are an LED screen, a lit can display and a tasting table.
Brands that want a shop on wheels often start with something built for another job, such as an Airstream trailer or a shipping container. Turning it into a shop means design work and a fit-out before it can open to customers. The Walk-In is built as a shop from the start. It arrives ready for retail, and the brand just brings its products.
Each Walk-In has one-piece curved glass, so products are on display from the street. Cabinetry on both walls, LED display lighting, heating and air conditioning are built in, and a gullwing canopy lifts by remote to open the long side. The electrical system is set at the factory for the US, the UK or Europe, and the unit runs on a site power hookup or a portable lithium battery.
The Walk-In is not a trailer and is not towed. It travels on a flatbed truck, and about four people can push it into position with its steering bar. Opening and closing each take under five minutes.
"The Walk-In gives a brand a proper shop in a city where it has no store," said Jonathan Bramley, founder of The Clear Idea. "There's nothing to build on site. You plug it in, open the canopy and start trading. UPDATE's touring Focus Lab looks the same at every stop. A brand can rent one for a tour, or buy one and use it for years."
Nomad Luxe offers the Walk-In in two sizes. The Walk-In M is 15 ft (4.7 m) long, with a 108 sq ft (10 sq m) footprint. The Walk-In L is 20 ft (6.2 m) long, with a 194 sq ft (18 sq m) footprint. Each unit arrives wrapped in the brand's design, with the interior fitted to its guidelines. For food, drinks and sampling, there is also a counter-service version, the Nomad Luxe Food & Beverage unit. It comes in three sizes, with the counter, sinks and water built in.
Photos of the touring Focus Lab are at https://nomad-luxe.com/case-studies/update-energy-drink-tour/ and the Walk-In specifications are at https://nomad-luxe.com/walk-in/
About Nomad Luxe
Nomad Luxe is a range of purpose-built mobile retail units from The Clear Idea, a UK company founded in 1999. The range includes the Walk-In M and Walk-In L mobile pop-up shops and the Food & Beverage unit, a counter-service version for food and drink. Brands and agencies rent or buy them for pop-up stores, product launches, sampling and tours in the US, the UK and Europe. https://nomad-luxe.com
Yarema Strynagliuk
The Clear Idea
+44 20 3191 6200
enquiries@nomad-luxe.com
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