RETAIL
Pop-Up Store of the Year
BALDWIN BY HUFFT
Hufft capitalized on the limitations and
possibilities associated with ‘popping up’
a store for Baldwin, earning the design
studio full marks from the jury.La
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cofounder, ‘but the materials and motifs really
fit with Baldwin’s origins.’ Tim Rupp of Nike
praised the ‘holistic and honest brand story’,
pointing out the topographic connection
between the store’s Prairie Tables and the
rolling hills of Kansas, where Baldwin was
established. He was also impressed that ‘what
seems like a small brand could build some-
thing this cohesive with low-tech materials’.
X+Living founder Li Xiang com-
mended Hufft on ‘transforming the store
into an art exhibit’, while Berit Burema ofAce & Tate appreciated a pop-up experience
that began outside, with a simple hay-filled
window display that gave the illusion of a field.
The jury was looking for benchmarks, and
Wang believes Baldwin’s pop-up will inspire
others. ‘It’s a simple concept to adopt.’ – TI
hufft.comPEOPLE'S VOTE
Out of Nowhere for Napapijri by StudioXAGNEW YORK CITY – ‘It’s the definition of
a pop-up,’ said Jeff Kindleysides. The jury
member was talking about Hufft’s design
of Baldwin’s Prairie in the City, which was
first launched in New York City. ‘It travels
in its own packaging. While some pop-ups
might take days to build up, this one probably
requires only a few hours.’
The jury agreed that while the design
is ‘sound’, they were more attracted to the
concept. ‘They’re not my kind of aesthet-
ics,’ said Anny Wang, Wang & Söderström95