Launched in Britain earlier this year, (Product) Red, the global initiative created by rock star Bono and philanthropist Bobby Shriver to deliver a sustainable flow of private sector money to the Global Fund to Fight AIDS, Tuberculosis and Malaria, made its U.S. debut on October 13. Product partners include Motorola, American Express, Apple, Converse, Gap, and Giorgio Armani, who are offering specially designed (Red) merchandise “designed to help eliminate AIDS in Africa.”

 

Now through October 27, the initiative has a street-front presence in the heart of Chicago – a “pop-up” store at 666 N. Michigan Avenue (the former home of the Terra Museum of Art). New York City-based WalkerGroup teamed with designers from Motorola to design the 1,000-square-foot space. The immersive environment is a showcase for not only the (Product) Red merchandise, but also the campaign’s powerful message.

 

A key design element is (Product) Red's logo – brackets included. The design team "shaped" the space like the (Red) brackets. Curved, tunnel-like fabric panels focus attention on pedestal displays and illuminated Plexiglas floor boxes. Bold graphics silk-screened across the fabric panels include the text of the (Red) Manifesto. The color red has a "partner" identity and brackets embracing the sponsor logo.

 

“We’re delighted to participate in Product Red,” says Randall Ng, managing director of WalkerGroup. “Motorola gave us exceptional license to help lend physical shape to an unprecedented fusion of retail and activism. We wanted to create something that is fresh and original – consonant with the audacious vision of Bono and Bobby Shriver for Product Red.”

 

Measu(red) results

 

According to the (RED) website, $1.25 million of the first (RED) money was received by the Global Fund in May destined for Rwanda. In September, $4 million flowed to Swaziland, and an additional $5 million was disbursed to Rwanda.

 

Design Team: WalkerGroup in collaboration with the Motorola Design Team Construction Management: Shawmut Construction & Design

Fixtures: DNS Displays Inc.

Stretch Fabric Curved Panels: Moss Inc.

Carpet Tiles: Shaw Inc.

Vinyl Tiles: Architectural Systems

 

WalkerGroup is a full-service branded environmental design firm with award-winning work spanning a wide range of disciplines, including architecture, interior design, brand identity and graphic design, merchandise and store planning, industrial design, furniture and packaging design, and multimedia. Clients include Calvin Klein Cosmetics, Federated Department Stores, FUSE, Hyundai, Motorola, PepsiCo, and Playboy Enterprises. The firm is based in New York City with an office in Los Angeles, and affiliate offices on five continents.