For this group assignment, we were asked to choose a brand and create a retail activation for it for September 2025. I was responsible for the Merchandising design and Marketing Strategy Plan. The slides below are the parts that I contributed and were included in the final presentation. I also took charge of the overall presentation design, where I wanted it to reflect The RealReal's website, since the point of the pop-up was to test the Gen-Z market as well as test how immersive experiences can drive more traffic to TRR's online store. Mockups and Presentation design were done in less than a week due to the tight deadline.
Welcome to the heart of the concept: the visual identity of the pop-up. I drew inspiration from iconic 90s tones so think hot reds, bubblegum pinks, sun-faded purples, and rich oranges. These are paired with retro textures like vinyl, velvet, mesh, and silk. The palette shifts from loud and bold to soft and washed out, echoing the transition from vibrant city nightlife to relaxed vintage daywear. My goal is to create a space that pays tribute to the past while still feeling elevated and relevant today. In short, this isn’t just a pop-up, it’s a time capsule dressed in Gen-Z taste.
I didn’t want this pop-up to just look nostalgic—I wanted it to feel, smell, and sound nostalgic too. So, I crafted a multi-sensory experience. As visitors enter the space, they’ll be welcomed by a curated playlist of romantic, iconic tracks like Can I Call You Rose?, Sade’s Kiss of Life, and Enrique Iglesias’s Bailamos. These songs not only define the era, but they’ve also resurfaced through trends and reels on social media, which makes them the perfect bridge between past and present for Gen Z shoppers. To deepen the experience, I added scent as a subtle but powerful layer of memory. The space will be gently misted with timeless fragrances: Calvin Klein’s CK One, Chanel’s Allure, and Tom Ford’s Lost Cherry. While Lost Cherry isn’t from the 90s, it’s a beautiful nod to Tom Ford’s legacy and resonates strongly with Gen Z especially in today’s booming fragrance resale market.
The floor plan is designed to flow like a narrative. The pop-up is divided into three main rooms. At the center of the space is an interactive hub featuring smart touch tables that enable visitors to browse The RealReal’s website in real time—particularly useful if an item is unavailable in-store. This feature supports an omnichannel strategy, encouraging online traffic while providing a seamless, tech-integrated shopping experience. Toward the back of the space, three mannequin hero pieces are displayed with detailed descriptions highlighting their design, materials, and cultural relevance in 1990s New York. Near the exit, three cashier stations are positioned to reduce congestion and streamline checkout. Adjacent product walls showcase curated accessories aimed at encouraging last-minute purchases and completing the customer journey.
The journey begins at the entrance, where customers are welcomed by a navy blue door and beige wall exterior. This subtle yet luxurious color palette was inspired by iconic Ralph Lauren storefronts, perfectly complementing The RealReal’s values and enticing visitors to step inside.
Once inside, they’re greeted with a stack of small television sets displaying rotating visuals — from vintage fashion magazine covers to clips of iconic 90s shows and sneak peeks of what’s in-store. On the right, curated accessories are displayed, and on the left, a bold hot pink wall injects energy and sets a playful tone that’s instantly shareable.
As for Zone #2 it is all about education and nostalgia. It showcases the hero pieces and legacy of New York designers like Donna Karan, Tom Ford, and Ralph Lauren. With hanging racks, runway footage, and audio storytelling, this room engages customers visually and emotionally. It caters to Gen Z’s desire for brand transparency and deeper storytelling.
Zone Three bridges past and future through innovation. Here, we feature smart mirrors reminiscent of the movie Clueless closet, where shoppers can virtually try on curated looks and mix-and-match outfits. A wall opposite the mirrors displays accessories from the 90s, including Ralph Lauren, DKNY, and Tom Ford’s Gucci era, helping move merchandise while enhancing interaction.
Zone Four is the final stop of the experience and it’s designed to leave a lasting impression both offline and online. This space is all about interaction and share-ability. Guests stand in front of a smart mirror, take a selfie, and instantly see themselves featured on a 90s-inspired mock magazine cover. The layout is nostalgic, bold, and playful — just like the 90s. The cover integrates actual TRR products, like the boots you see here, which are available online. It also includes taglines, such as “Unblock first look access for just $12/month” and “Happening Now: 90s NYC soundtrack and smart try-on mirrors,” tying directly back to our key brand messages. At the top, there’s also a callout “Receive up to 85% of each item’s sale price! Details inside” reminding users of the value TRR offers to sellers, too.
Now, here’s the clever part: every magazine cover includes a scannable QR code with the cheeky line “Scan me baby one more time.” When scanned, it pops up on their phone, allowing them to immediately share it to their Instagram stories and visit the online store — extending the reach of our brand to all of their followers and reinforcing the omni-channel experience. It’s immersive, it’s fun, and it’s built for modern word-of-mouth marketing.
To reach our Gen-Z audience, we’ll also use influencer partnerships, focusing on creators who blend fashion history with current trends. These influencers will get first access to the pop-up and share exclusive content with their followers. To further boost engagement, we’ll offer exclusive early access perks to influencers’ followers, incentivizing them to engage with the brand and sign up for TRR’s membership. Influencers that we could potentially partner with are Madeleine White, who her DIY, cut-and-remake fashion content embodies the playful, rebellious spirit of 90s style. With over 4 million TikTok followers, she brings the reach we need.
Posters will be plastered on buildings in Nolita and Soho, as well as in high-traffic areas where Gen Z are commonly found such as around schools, subways, and youth-centric neighborhoods. Each poster will feature a QR code that leads to TRR’s online website and Instagram page.
We’ll also use user-generated content (UGC) by reposting tagged content and sharing customer reactions to enhance our social presence and foster community involvement. The Instagram feed will visually align with the 90s pop-up theme of the store, featuring nostalgic design elements and curated behind-the-scenes videos of the setup and experience. We'll actively repost people’s stories when they tag us to build momentum and authenticity. To increase discoverability, we’ll leverage targeted hashtags like #TRR90sEdit and #RetroRealReal. Additionally, Instagram Reels and TikTok videos will showcase the immersive tech features, such as the smart mirrors and touch tables, to create a sense of FOMO and excitement.
Overall Presentation View
