Colour my pop-up

  • Marketing
  • November 1, 2010
  • StopPress Team
Colour my pop-up

In a bid to capture consumers in the lead-up to Christmas (which is—deep breath—less than eight weeks away), HP and Microsoft have teamed up and established a temporary pop-up store in central Auckland. Called Ten O’Connell, the store opened on Thursday night  and will remain popped-up for about eight weeks.

“Rather than reading about what our technology can do, the pop-up store provides people with the opportunity to try things for themselves – without feeling any pressure to purchase products at the time,” says Paul Boshoff, general manager for the Personal Systems Group, HP New Zealand.

He says the store builds on from HP’s recent marketing activity around lifestyle and fashion and he hopes the pop-up store will place HP as a key player in the technology and lifestyle space.

But while it's all well and good to fill a store with lots of technological goodies, HP thought it wise to enlist the help of creative co-conspirators of the creative world &Some to make the store really pop-out. Rising to the challenge, &Some put together two interactive installations. The first is an interactive art piece featuring a gold frame within which human motion is conveyed in splashes of colour via a motion capture projector. The second piece comes to life at night and allows people to change the colour of the interior of the store via social media platform twitter. Simply tweet your preferred color to @hppopshop and presto, your colour will be displayed for about eight seconds, before the next tweeted request takes over.

If you can’t pop into the pop-up, you can watch the goings on in the store via a live stream at

In the meantime, check out the interactive frame installation in action below.

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