Rodd & Gunn is a New Zealand clothing brand that understands its sporty, outdoor audience well. The brand, which has a single European store in London, wanted to broaden its appeal across Europe, so it began looking for a European design partner to help raise its profile. When Rodd & Gunn discovered that we shared its brand vision, we began work on an in-store pop-up that would resonate with the target audience.
In the autumn of 2023, Paris was fizzing with rugby excitement. With rugby fans pouring in from around the world, we saw an opportunity for an activation that would tap into this moment of intense sporting enthusiasm. To strengthen the rugby connection, we partnered with Gilbert, the world’s leading supplier of rugby balls and equipment.
Our idea was simple yet striking: a stadium effect that showcased the clothing on raked tiers. The stadium concept put Rodd & Gunn exactly where it was meant to be: on the backs of rugby fans immersed in the game they love.
To turn this into a display that could only come from Rodd & Gunn, we needed context. So we added a backdrop of a New Zealand rugby field ringed by snow-clad mountains. And beneath it all, we laid a splash of green AstroTurf.
We launched the concept with a smaller pop-up in Arnotts, the Dublin department store. For this event, we gave the tiered seating a concrete effect, and added a wall of Gilbert balls at the back. The idea of tiered seating – and the warmth of the consumer reaction that it provoked – were the golden threads that wove that European season of late-summer rugby together.
Next stop was Galeries Lafayette in Paris. With rugby fever building, Galeries Lafayette gave us a generous central space by the escalators beneath a three-story atrium. We capitalised on this location with a standout feature – a massive sculptural rugby ball.
The Paris activation was grittier and more urban: tiered seating on bolted pipework. For maximum impact, Rodd & Gunn organised a launch event attended by influencers and members of the All Blacks team.
Both pop-ups proved their worth through the connections they made with European rugby fans. The project also laid the groundwork for a long-term partnership to support Rodd & Gunn’s European ambitions. This ball is still very much in play.
