Dr. Groot Truck, NY, Manhattan
CNC Agency
Spatial Design, 3D Modeling & Rendering

The Dr. Groot truck in New York was designed to showcase the Dr. Groot haircare technology and it’s Korean heritage. Drawing inspiration from Korean night markets the truck was covered in neon signs in bright colors with Korean messaging, graphic symbols and branding. Reflective and metallic surfaces were used throughout to create depth and interesting reflections from the neons. The interior of the truck featured product displays, screens playing brand content, hair care related gifts all mixed up with korean snacks. Connected to the truck was a reflective product display wall and interactive area where brand technicians performed scalp analysis on guests. The backside of the freestanding wall featured a large scale back lit graphic that together with the neons made the design come to life more and more as the sun was setting.