October 12, 2006 CHICAGO, IL Moss Inc. constructed strecth fabric walls for a pop up store on Michigan Avenue in Chicago that will showcase Motorola merchandise produced expressly to help eliminate AIDS in Africa. Motorola is one of a number of category leading brands participating in Product Red, the global initiative created by Bono and Bobby Shriver to deliver a sustainable flow of private sector money to the Global Fund to fight AIDS.
Launch partners for Product Red include Motorola, American Express, Converse, the Gap and Giorgio Armani. Sales from specially designed Product Red merchandise benefit Global Fund-financed AIDS programs, with a focus on women and children in Africa. To celebrate the launch of Product Red in the US and to kick off the opening of the Motorola store, Oprah filmed her show on location at the store with Bono and Kanye West on October 12th.
For the Chicago store, FITCHWalker of New York, NY designed and constructed an immersive environment -within a retail shell to showcase not only the stunning Product Red merchandise, but also the powerful message, which underpins the campaign. Moss fabricated two curved (tunnel-like) fabric panels designed to focus attention on pedestal displays featuring the ultra slim, ultra chic red RZR. The vibrant red color of the panels, including the text of the Red Manifesto was achieved using Moss state-of-the-art UltraPrint IDS graphics. Moss also fabricated a dropped ceiling and cash wrap for the space. Temporary rental panels were used in the windows to block paparazzi while Oprah and Bono filmed her show in the store.
Comprising 1,000 square feet on a single level, the Motorola Product Red store opened October 12th.
It is located at 666 N. Michigan Avenue, in the heart of Chicago. Additional information may be found at www.motorola.com/red.