East Rutherford, NJ
Launched in 2010, Sprayground exploded into the retail scene with revolutionary styling for backpacks, duffel bags and on-the-go accessories. Inspired by hip-hop culture and streetwear, the brand attracted the attention of in-the-know celebrities, professional athletes, international brand partners, and social media fashion influencers to produce limited edition design collaborations.
Despite opening its pop-up store at American Dream in East Rutherford, NJ in the middle of the pandemic, the store’s performance has outpaced its own expectations. Located on level 1 of the 3-level property, the store visually pops out in the mall landscape with a storefront expression that evokes the brand’s core values of rebellion, individuality and audacity. From a distance, visitors are drawn to the vibrant storefront’s red leopard print extending from end-to-end and top-to-bottom of the leased premises, punctured by Sprayground’s trademark shark tooth shaped rip marks creating a transparent opening for show window displays. Mindful of the store’s temporary location, the confident storefront design is achieved with an applied vinyl graphics and visual merchandising props such as the coloured milk crates in the show windows were found online.
Sprayground is part of American Dream’s landlord-driven temporary leasing program, coined “The Dream Drop”. The landlord built-out the architectural shell providing the tenant with a basic storefront glazing, polished concrete floor, exposed ceiling, suspended track lighting, and walls. With economy top of mind for the pop-up shop, the design team sourced all fixtures through discount channels. With art as a key inspirational force for the product designs, the showstoppers are two shiny red cosmos-themed statues strategically located directly in front of the store entrance acting as “inter-galactic greeters”.