The temporary retail activation movement is embraced in the homeware design industry through specially curated furniture pop-up showrooms. A great example of this is Danish brand Hay who exhibits its latest collection in an "ornate 18th-century palace in Copenhagen." The activation takes the form of a temporary co-working space, highlighting the functionalities behind Hay's lighting, seating, and accessories.
The lush setting effortlessly elevates the company's offerings which are marked by minimalism, bold colorways, and curved forms. The accessible and design-forward aesthetic of the furniture effortlessly inserts itself inside the luxurious setting of the palace, signaling that Hay's products can accommodate a variety of environments, even the most lavish ones.
The inspiration of the furniture pop-up is motivated by "employers [who] seek to create more homely office settings to comfort workers."