Wheeled popup resizes to fit competitions
FABLETICS VARSITY SPIRIT |Louisville, KY, US | completed December 2018
size 4500 sf | scope 20+ events | design/build time 45 days
photos Troy Thies | retailer/design TechStyle Fashion Group
Contributing Shop! member: Stylmark fixtures, metalwork/millwork, visual elements
In just 45 days from purchase order to shipping, Stylmark built a branded popup store for Fabletics that was designed to travel to 20-plus competition events. As official activewear partner for Varsity Spirit, which sells uniforms and hosts camps and competitions for cheerleaders and dancers, Fabletics needed what is essentially a complete store mounted on wheels. It needed to be able to be set up in four hours, broken down in five hours, and easily reconfigured for cheer and dance championship competition locations ranging from small venues to huge expo centers.
This popup for the global lifestyle brand, launched by Kate Hudson in 2013, incorporates elements from the flagship Fabletics store, including key pantones, wood details, and powdercoat colors. Laser-cut anodized aluminum logos and branding support the Fabletics identity—produced in just 10 days from purchase order to delivery. Lightweight aluminum frames for Velcro graphics can accommodate small freestanding or large banners. Fixtures are module to fit any venue and scale up or down in size through use of a standardized A-frame trolley.
Protective bumpers and metal strips in high-wear areas keep powdercoated steel fixtures looking good through 20-plus setups and breakdowns. Casters allow for quick repositioning of fixtures. For larger venues, additional fixtures can be added. Stylmark even value-engineered lightweight aluminum fitting rooms for the shop, making Fabletics the only vendor at the competitions to offer them. Pre-threaded curtains aid in setup and breakdown. And although design changes were ongoing throughout the fast-paced project, Stylmark was able to meet the deadline even when fixtures were needed onsite three days earlier than originally planned.
Both the shop and its fixtures have proven a success. In some cases, show management has moved elements to a highlight area to drive more traffic to the entire venue.