Aloha Wall

One of my favorite projects that I’ve enjoyed is the weeklong live floral wall installation (12’x8′ wall) created for South Shore Market in Honolulu for Ward Village, Howard Hughes.

Using social media statistics and feedback from vendors from previous market popups, I developed a proposal to pitch to South Shore Market, a flagship shopping center in the up and coming Kakaʻako district of Honolulu (a planned community known for its luxury condominium projects and upmarket atmosphere). The proposal highlighted a successful correlation between social activations and increased foot traffic but was especially relevant as I used data collected locally within the area of the demographic that was one of South Shore Market’s main audiences. After successfully presenting conceptual proposals to the marketing manager and team, I finalized a photowall in a design that was representative of the South Shore Market brand and audience.

We reinvented a vacant storefront to create an area for people to take photos and to encourage foot traffic that coincided with several events: Lei Day, The Mom Made Market (a local popup event hosted by Ward Village) and Mother’s Day in which I worked with the community marketing manager to create a flower popup and make-you-own-bouquet bar.

The installation provided retailers and vendors content to post and share on social and increased word of mouth for the events throughout the week. Some vendors used the photowall as a promotional opportunity for products on social or ran contests and others used the content as a way to connect with the greater Honolulu community. Posts were tagged by location by both retailers, vendors and customers during a time where Hawaii was just beginning to move to a level 2 reopening. Both marketing directors were very pleased with the feedback from stores and the increase in activities and foot traffic.

See “Flower PopUp” for more about this project ›

Design and Direction – SF.Fleur, Signage – Juniper Calligraphy