BOXLOT
WHAT WE DID
The Memphis Medical District Collaborative was looking to revive a previous attempt for micro-retail bays made from shipping containers. They reached out to us to re-imagine the space in a new, inventive way that would resonate with the neighborhood, allow small business owners to test their retail concepts, and be a catalyst for future developments.
Industry: Retail, Signage, Outdoor, Development
Location: Memphis, TN
Deliverables: Environmental Design, Brand Identity, Signage, Marketing Strategy, Event Production and Execution, Construction Oversight, Messaging, Social Media Management, Content Creation, Photography, Videography, Merchandise
Awards & Recognition: 2020 Platinum Marcom Award for Branding Refresh, 2020 Platinum Marcom Award for Branding & Environmental Design
THE BRAND IDENTITY
After research on other examples of shipping container projects around the globe, we arrived at the name “BOXLOT”.
BOX reflects the shipping container proponent of the project. LOT refers the location, as the site rests within a parking lot in an up-and-coming neighborhood in the Edge District.
ENVIRONMENTAL DESIGNS
The previous iteration didn’t accomplish the goals of creating a hub for the retail shops to thrive. We partnered with PKM Architects and Dwayne Jones Construction to build a a space that is vibrant, inviting, and programmable beyond the retail component alone.
We also partnered with IKEA to bring a one-of-a-kind lounge to a previously unused container. The IKEA Lounge now serves as a place where guests can experience seasonal furniture offerings, enjoy musical performances, and watch Ditty TV live-streamed.
RENOVATION HIGHLIGHTS
Turf to the concrete slab to give a more natural look.
New branded paint color to provide vibrancy.
Decking built along street-side view so guests will step into the space.
Colorful fabric added above the retail stores to add shading, vibrancy, and string lights for nighttime visibility.
New storefront signage.
Two new mural additions added to both sides. One painted onto the wall within the parking lot. Another installed with paneling onto on a previously unused shipping container.
Lighted sculpture feature added for wayfinding and safety component.
Mural design by Allie Mounce
Mural execution by Anthony Lee
GRAND OPENING EVENT MARKETING STRATEGY
As we designed our event collateral for print, digital and social media, we took a new marketing approach by creating a gift box for a VIP preview night with community leaders and influencers.
We delivered the gift boxes to each influencer with fun messaging to build hype around the grand opening of BOXLOT. To play off popular YouTube videos, we stayed on-brand and called our Grand Opening event “Unbox”. We asked our VIP guests to record an “unboxing” video of them opening their gift box and upload it to their social media accounts.
Paired with strategic ad placements on Instagram and Facebook, along with featured articles from local newspapers*, the campaign was extremely successful as the official Instagram account gained over 1,000 followers in three weeks before the Grand Opening on September 20, 2019. This directly impacted our opening night event, and was the most attended event for the MMDC with over 750 guests enjoying the shops, live music, food trucks, specialty drinks and more.
*The Daily Memphian, Choose 901, Memphis Business Journal
WEBSITE DESIGN
We designed a custom website for BOXLOT, along with setting up an Instagram location, Google Business account, and added locations within Google Maps and Apple Maps.
