Wrangler | Fred Segal Pop-Up

Relaunching an American Classic: Wrangler in Fred Segal

Role - Concept Direction

Status - Complete

The Goal

Re-introduce a 116-year-old brand with a six-week pop-up campaign that rotates through four sets of merchandise.

Wrangler’s pop up experience at Fred Segal is a modern-day immersive interpretation of four of the brand’s pivot points in history while re-introducing the brand to a younger and fashion-forward market. The visitors are immediately introduced to the Wrangler experience upon approach with the recognizable scent of the dewy outdoors and worn leather. The event scaffolding features one-of-a-kind limited edition products specifically designed for each of the four eras - 1919’s, 60’s, 70’s, and 80’s. Every week, a new set of merchandise and props celebrating the history of the featured era creates a distinctive shopping experience spanning six weeks.

Wrangler’s latest retail environments

Understanding the Customers

Strategy

The pop-up had to have a flexible framework to allow the store merchandise, graphics, and decor to be changed for each of the four eras throughout the duration of the activation. Each era needed to remain easy to swap out, yet visually impactful to give shoppers a reason to return and experience the brand anew. By using a distinctive scaffolding structure as the core element we were able to introduce four unique eras while framing a distinctively Wrangler experience within Fred Segal. The yellow pipes not only support rotating merchandise but also decor. The large wall logo compliments and changes with each era.