ByHeart Baby Bodega pop-up Brooklyn 25. Creative Direction, Spatial Design, Graphic Design and Development. Baby formula brand ByHeart set out to promote their new Anywhere pack, a pocket sized package of baby formula designed for convenience and the possibility to easily feed your baby on the go. The Baby Bodega concept was based on the convenience of a mini mart incorporating iconic NYC Bodega elements mixed with contemporary aesthetics. The pop-up was divided into a Bodega and separate VIP space to allow a range of activities to take place in the space. Semi transparent pink window film was used to create a warmth in the space and to give a beautiful glow from the street. It was combined with several Bodega inspired window stickers, a custom designed news box with a ByHeart newspaper as well as flower bouquets with branded flower paper.

The space was designed for customers to enter, receive a custom designed passport in which they received stamps that were converted into bodega currency. With the bodega currency customers were free to shop ByHeart merch items as well as other baby items from partner brands. There were kids miniature shopping carts for them to play and shop fun small gift items from a few of the lower shelves in the store. The entire left wall of the store was a fake product wall - A large scale vinyl graphic illustration created by Liina. At the end of the store was a mirror wall covered in life sized ByHeart Anywhere packs. It was designed to create a visual illusion of an infinite product wall, as well as to provide a selfie mirror for content to be created with the hero product in every frame. A CCTV designed for customers to have fun with their babies and explore facial expressions gave an other opportunity to create content. It also served as a tool to promote the partner brands baby camera.

In the very back of the space was a separated VIP space that held a nursing suite, a massage chair for 10 min parent neck massages as well as a photo studio for baby passport photos. Close to the entrance of the store was the custom built Bodega cash wrap / bar that held the iconic acrylic bodega display piece displaying all sorts of random products with the ByHeart product intertwined in a well organized mess. This was the main location of the carefully selected bodega guy (and cat) - giving the bodega its soul and personality. The branded bar doubled as a DJ booth hosting moms who spin DJ sessions. Plastic crates were used as a base for the custom built sofa in the entrance lounge area. Right in front of it a product hero wall was placed, where a custom built display unit showcased the ByHeart products underneath a ByHeart neon sign.