The Home of Pink

&C Magazine pop-up brandstore in Amstelveen

Pink from wall to ceiling, a lifesize unicorn, pastel palm trees and a huge ball pit. Everything was ready for the &C pop-up store that never opened due to the first wave of Covid. Not knowing the world would be in lockdown for months, Women’s glossy magazine &C set up a spectacular temporary brandstore in honor of the magazine’s third birthday.

&C is the media brand of Chantal Janzen – a Dutch actress, tv presenter and television producer – with a print magazine, website, online shop, TV programs and live events. The concept for the pop-up included an old school English – but pink – phone booth, mirror balls and a large puffy tulle wall. The concept was created in collaboration with &C Brandstudio.

A LOT was responsible for translating the concept to reality; from production to styling, installation and logistics. A part of the installations came in collaboration with WNDR Instagram museum. The concept store consisted of Instagrammable activations, &C merchandise, handwritten love cards and prizes you could win. Everything was built but unfortunately the pop-up never went open. Nevertheless, too PINK not to share.