Strategic Exercise

Brand Experience Design: Mapoésie Pop-up Store Strategy | Spatial Narrative

French Graphic Art Brand | Immersive Brand Experience Design × Omnichannel Integrated Marketing

Core Capabilities: Event Planning & Execution × Brand Experience Design × Digital & Offline Integration

Project Background & Objectives

This case is a strategic exercise (EXERCISE) based on the real brand Mapoésie, demonstrating comprehensive pop-up store planning and execution capabilities from brand experience design, event planning, integrated marketing to budget management.

Core Capabilities Demonstrated

Brand Experience Design
From spatial design and interactive mechanisms to brand storytelling, creating immersive French aesthetic experiences that allow consumers to perceive the brand philosophy through all senses from visual to tactile.

Integrated Marketing Strategy
Online-offline synergy, social amplification mechanisms, and tiered KOL collaboration, providing complete planning from brand exposure to conversion effectiveness.

Event Execution Management
Complete SOP planning, personnel allocation, timeline management and risk mitigation, demonstrating executable implementation frameworks.

Budget & Resource Management
Rational budget allocation, priority assessment and risk control, ensuring maximum event effectiveness.

Proposal outline: Brand story, target consumers, pop-up objectives, activity planning, spatial design, activity SOP, budget planning

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Core Strategy: Mapoésie’s Blue Ocean Opportunity

Brand Positioning & Differentiation

Essence: Graphic Poetry for Everyday
For design enthusiasts seeking poetic living, offering cross-category French graphic aesthetics

Brand DNA

Visual as Poetry: Unique French graphic vocabulary, transforming daily life into poetry
Life as Poetry: From scarves and bags to home textiles, creating a complete lifestyle
Accessible Art: Making it easier for consumers to integrate design into daily life, not just for collection

Target Audience: Quality Lifestyle Practitioners

Francophiles (32-50 years): Love travel, open-minded lifestyle, enjoy adding colors and patterns to daily life
Curators (32-55 years): Love life, value family and leisure, pursue home aesthetics
Gift Curators (28-50 years):Enjoy sharing lifestyle on social media, seeking personal quality and social value

Pop-up Store Strategic Objectives

We will execute an integrated marketing strategy to establish brand awareness, deepen brand image, and drive sales.

Three Core Objectives

1. Awareness → Engagement → Conversion

Four Interconnected Activities: Color quiz, French scarf-tying workshops, poetic message IG, filter continuation
Activity Rhythm Control: 3-week breathing rhythm to avoid fatigue

2. Immersive Brand Experience

Brand positioning transformed into daily experience as poetic French lifestyle aesthetics
Big Idea: #GraphicPoetryInMyDay
→ Planting unique and profound brand impressions in Taiwanese consumers’ hearts

3. Online Activities + Event Experience + Conversions

Digital Integration Enhancement: Color quiz, IG filters, influencer promotion, environmental integration
Experience Design Strategy: Online quiz → Filter → Onsite event experience (pop-up store, French scarf-tying workshops, bookmark redemption) → Purchase conversion

Three pop-up store objectives: Exposure-engagement-conversion, immersive brand experience, online-offline purchase conversion; demonstrating activity rhythm and digital integration strategy

Overall Activity Planning × Breathing Rhythm

Adopting a breathing rhythm, divided into four phases to plan five core activities.

Inhalation Phase 2 weeks before opening	Color test website launch IG daily color posts KOL receives mystery packages	Create mystique Spark curiosity
Deep Breath Opening week	4 French scarf-tying workshops (peak) Color quiz promotion	Full exposure Generate buzz
Holding Breath Week two	Workshops reduced to 3 weekend sessions Weekdays focus on color quiz, poetic message IG	Quality over quantity Deep engagement
Slow Exhalation Week three	Year-end special + workshops New Year limited color quiz Countdown activities + daily surprises	Gratitude & rewards Create final purchase cycle

Five Core Activity Mechanisms

01. Color test — The foundation running throughout (not testing personality, but “the color you need right now”)
02. French Scarf-Tying Workshops — The main melody of rhythm variation (5 techniques × 5 moods × infinite possibilities)
03. Poetic Message IG — Accumulating energy (guiding consumers to describe their daily life in one sentence, encouraging poetic expression)
04. IG Filter — Extending the afterglow (from quiz to filter onsite, brand identity consistency)
05. Influencer Promotion — Integrating with activity environment for deepening (6 influencers × 4 color quiz × budget planning)

Spatial Design: Immersive Brand Experience

Design Concept A: Parisian Apartment

Poetic Narrative → Spatial Narrative
“Une journée poétique” – A Poetic Day

Pop-up store spatial design: Parisian Apartment concept, creating immersive French aesthetic experience

Flow diagram (entrance → interaction → shopping → checkout), each zone clearly plans flow, function, activity usage, and key visual design.
Pop-up store spatial zones include Photo Wall, GIF Booth, Core Retail, Checkout & Storage.

Core Highlight: Color Test Online Interaction

Poetic observation, gentle companionship
Not testing personality, not labeling, no right or wrong answers

Breathing Rhythm Planning × Directing Back to Onsite Experience IG Filter × Long-tail Effect Planning

Not testing personality, but “the color you need right now”
Result is a “color prescription,” showing corresponding scarves without pushing sales
Example:
Test result: “You need the warmth of Terracotta”
Explanation is not personality analysis, but: “Right now, you seem to be waiting for something, perhaps an embrace, perhaps an answer. Terracotta is the color of earth warmed by sunlight. Drape it over your shoulders, and let the warmth slowly reach your heart”

Breathing Rhythm Planning

Pre-opening: Mystery test version
Opening week: Full promotion
Week two: Deep data collection
Week three: Annual color summary

Data Tracking & Application

Data Collection Dimensions: Color usage rate, color preference × medium (beauty/fashion…), geographic distribution, usage time analysis
Conversion Rate Optimization: Which QR/channel brings the most “effective completion,” completion rate monitoring (color preference prediction accuracy)
Long-tail Effect Planning: Filter continues to be available, seasonal poetry content updates, limited colors launched with new products, special versions unlocked for member birthday months

Color quiz interaction mechanism: Not testing personality but the color you need right now; complete quiz flow, breathing rhythm planning, data tracking & application, long-tail effect planning

Core Highlight: French Scarf-Tying Workshops
The Main Melody of Rhythm Variation

French Scarf Poetry | 15 Minutes of Daily Art
Each session 15 minutes of daily art, 5 techniques × 5 moods × infinite possibilities

Transforming the ordinary into poetry, making every day a collectible artwork.

Brand Core Language
Every fold is a visual poem
Not pursuing perfect precision, preserving the warmth and breath of handcraft
Choosing the pattern that suits you is more important than learning all techniques
Let daily life become a gallery, let clothing become creation

Five Techniques Introduction
Le Noeud Classique (Classic Knot), Le Papillon (Butterfly), Le Bandeau (Poetic Headband), L’Art du Sac (Bag Art), La Ceinture (Waist Poetry)

Session Planning (Breathing Rhythm Adjustment)
11:00 Morning, 14:00 Afternoon,
16:00 Tea-time,18:00 Evening (working professionals)

Complete Experience Design
Onsite experience (pop-up store, French scarf-tying workshops, bookmark redemption) → Purchase conversion

French Scarf-Tying Workshops — The main melody of rhythm variation, 15 minutes of daily art.
Session planning (breathing rhythm adjustment), each session 15 minutes, focusing on 2-3 techniques with in-depth demonstration.

Budget Planning & Resource Management

Budget Allocation Structure

For medium-sized pop-up store scale, budget allocation follows these principles:

Marketing Promotion	35-40%	Digital advertising, KOL collaboration, PR activities, content production and printing
Pop-up Store Setup	35-40%	Spatial design, store decoration, props, equipment procurement
Personnel Costs	12-15%	Event temporary staff, company staff overtime, workshop instructor fees
Operational Miscellaneous	8-10%	Utilities, consumables, insurance, contingency fund

Resource Priority Assessment

High Priority Investment

Brand Experience Design: Spatial visuals and interactive mechanisms are core competitiveness
Digital Integration Tools: Color quiz website, IG filters, social content production
Precise KOL Collaboration: Select small to medium KOLs aligned with brand tone, quality over quantity

Cost Optimization Strategy

Spatial Design: Some props can be rented or obtained through collaboration with design boutiques
Staff Allocation: 2 people on weekdays, 3 on weekends, flexible adjustment during peak hours
Event Duration: 14-21 days for optimal return on investment

Risk Control

Venue Confirmation Delay: Simultaneously negotiate 2-3 backup locations, confirm contract 3 months in advance
Inventory Shortage: Establish 20% safety stock, set up rapid replenishment mechanism with French headquarters
Staff Turnover: Train backup personnel, establish complete SOP manual
System Failure: Backup POS system, manual checkout process
Competing Activities: Differentiation positioning emphasizing French aesthetics and poetic living, avoiding price wars
Cultural Misunderstanding: Localization adjustment, cultural consultant consultation
Counterfeit Issues: Anti-counterfeiting labels, consumer education for identification
Inconsistent Service Quality: Intensive training, mystery shopper audits
Sales Targets Not Met: Weekly sales review, timely promotion adjustment
Cash Flow Pressure: Reserve operating capital, credit line preparation
Exchange Rate Fluctuation: Currency hedging, flexible pricing

Project Notes

About This Case

Strategic Exercise
This is a strategic exercise using real brand info; planning details are illustrative only.

Real Cases
Real cases are NDA-protected; redacted versions can be shared during discussions.

Project Role
Role covers brand experience, spatial planning, integrated marketing, execution, and budget control.

Project Timeline: 2025.07 (Simulation Project)
Core Capabilities Demonstrated: Event Planning & Execution / Brand Experience Design / Integrated Marketing Strategy / Digital & Offline Integration / Budget & Resource Management

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