Pop Up Store Kongoh by Egue y Seta

Daniel Pérez and Felipe Araujo are the founders of Catalan-based multidisciplinary design firm, Egue y Seta, which has designed the first Pop-Up store for chocolate maker Kongoh. The project combines the history and tradition of chocolate with Visual Marketing theories and the result is a genuine, attention-grabbing branding process.



The exotic spirit of chocolate and the requirements of contemporary retail are housemates in the pop-up store designed for chocolate maker Kongoh by Egue y Seta, a tiny treasure trove of in-store pleasure.

Designers Daniel Pérez and Felipe Araujo were inspired by the traditional strategies employed by itinerant sellers in Africa – the culture associated with the Kongoh brand name – mainly using material to denote the temporary space. The staggered timber display counters in the pop-up store, the jute sacks, the metal bowls and the cone-shaped paper bags are a nod to those marketplace stalls, giving everything a genuine and fresh touch, and at the same time meeting food safety standards. 

The Kongoh project by Egue y Seta is a clear example of a visual whole, as Paolo Schianchi writes in “L'immagine è un oggetto”: “as it evolved over the years, visual marketing showcased how an object, a territory or an idea turn into something other than what they are at the precise moment they become part of the communication system, moving away from their essence as an object, territory or idea, because they become the main characters in a visual whole.”
 


In this case, the product – chocolate – tells a story, conjuring up faraway objects and images, an  otherworldly sweet temptation filled with calories and also with dreams.

(Christiane Bürklein)

Project: Egue y Seta www.egueyseta.com
Daniel Pérez + Felipe Araujo 
Promotor: Kongoh http://kongoh.es/
Location
CC. Diagonal Mar, Planta 2 – Barcelona
Year: 2014
Photography: Víctor Hugo www.vicugo.com
Graphic Design: REDCODE