51PERCENT China launch pop-up
2025, Shanghai
51 PERCENT has officially launched in China. BLOOP BLOOP was commissioned to lead the full retail execution, including project management, spatial design, and creative production for the brand’s first activation in the market.
For the four-day pop-up, we developed a conceptual “office” environment inspired by 51 PERCENT’s seasonal show in Seoul. The space was reinterpreted as a staged, layered workplace narrative, using vertical blinds to divide and define zones across two floors, creating shifting perspectives and semi-transparent spatial moments throughout the venue.
A mirrored angular installation served as the central focal point, integrated with CCTV camera elements to reinforce themes of surveillance, structure, and performance—echoing the brand’s conceptual world while amplifying the immersive experience.
BLOOP BLOOP led the end-to-end retail execution, including spatial design, creative direction, production, retail operations, revenue development, stock management, and customer experience.