One Month Lease

The Site

About 10,675 square feet inside a Korean shopping centre, taken for one month. Move in, build the floor, sell, strike it, leave. This is the event team's normal rhythm and there is no second act to plan for.

What Went In

Five brands. New Balance, Adidas and Under Armour are on the front tables, which is where the corridor traffic makes its decision within about four steps.

How A Short Lease Changes The Build

Nothing gets fixed to the structure. Every fixture has to come apart in an evening, so the layout is built around what can be carried out rather than what looks best in a photograph. You give up some presentation and get the month back in setup and teardown time. Everything travels on wheels or comes apart with two people and a trolley.

A month is long enough to learn which brand pulls people in off the corridor.