Developing the 10 × 8 Metre Reusable Retail Architecture

Evolution Scenic developed the Tropicfeel Pop-Up as a complete temporary retail environment within a 10 × 8 metre footprint at Flat12 Café in Dubai. The scenic architecture needed to support the functions of a working retail space while reflecting Tropicfeel’s focus on durable, adaptable and reusable products.

The layout accommodated footwear, garments, bags, bottles and packaged accessories through a combination of full-height display structures, angled shelving, hanging areas, open compartments and lower pallet-style display plinths. An information desk, concealed storage and fitting rooms were also integrated into the overall plan.

Rather than creating a continuous site-built interior, the scheme was developed around independent fabricated components that could be repositioned and retained for future activations. This modular approach also supported efficient adjustments during installation.

The 1.2-ton classic Range Rover formed the principal feature within the space. Its position, together with the custom steel ramps and freestanding branded logo, was coordinated with the surrounding merchandising and circulation areas.

By combining product displays, operational joinery, fitting-room architecture, storage, branding and the vehicle feature within one defined footprint, Evolution Scenic created a cohesive temporary retail environment based on reusable scenic construction.

Fabricating the Mobile Merchandising Display System

Evolution Scenic fabricated the principal merchandising structures from a combination of white wood and PSB board, creating a coordinated system of freestanding scenic display units. Each structure was developed to support different merchandise categories while maintaining a consistent architectural language across the Tropicfeel retail environment.

The internal configurations varied according to product requirements. Selected bays incorporated angled footwear shelves alongside garment hanging areas, while other units featured open compartments for bottles, bags and packaged accessories, allowing multiple merchandising functions to be integrated within the same scenic framework.

Every display stand was fitted with castor wheels incorporating brakes, allowing complete units to be repositioned during installation without dismantling the main structure. This also provided flexibility for future activations, where the displays could be rearranged to suit different spatial layouts and merchandising requirements.

Once positioned, the integrated brakes secured each unit within the completed retail layout. This mobile scenic construction combined operational flexibility, efficient installation and long-term reuse, supporting Tropicfeel’s requirement for an adaptable temporary retail system.

Integrating Product Display and Branded Merchandising Features

The internal architecture of the display bays was developed around the presentation requirements of different Tropicfeel product categories. Each unit needed to support a clear merchandising function while remaining visually consistent with the wider scenic and architectural language of the retail environment.

Angled shelving provided dedicated display surfaces for footwear, improving product visibility within the freestanding units. Integrated hanging areas accommodated garments within the same structural framework, allowing footwear and apparel to be presented as part of one coordinated display system.

Open compartments were incorporated for bottles, bags and packaged accessories, creating additional merchandising zones without introducing separate standalone furniture. This helped maintain a controlled layout and allowed multiple product types to be organised within the same fabricated display architecture.

Branding was integrated directly into the scenic construction through selected fascia surfaces finished with vinyl stickers. This allowed graphic communication to become part of the display system itself, reinforcing brand identity without relying on additional freestanding signage.

The combination of angled shelving, hanging systems, open compartments and branded fascia treatments created flexible merchandising zones while maintaining a consistent and reusable scenic construction language throughout the Tropicfeel retail environment.

Coordinating White Wood, PSB Board and Mixed Scenic Finishes

The principal product display structures were fabricated using a combination of white wood and PSB board, creating a material palette that balanced natural visual character with practical scenic construction. This combination established a consistent architectural language across the merchandising system while supporting the project’s requirement for reusable components.

White wood formed many of the exposed frames and visible scenic surfaces, giving the display units a warmer and more natural appearance. Selected white wood elements received a clear coat finish, helping protect the material during handling and repeated use while retaining its original surface character.

PSB board was incorporated into display panels, storage assemblies and branded components where more solid scenic surfaces were required. Used alongside the white wood framing, it allowed the units to combine open structures, shelving, compartments and fascia sections within the same coordinated display system.

Paint finishes and vinyl graphics were introduced selectively where individual elements required a more controlled branded treatment. This created visual variation across the displays without disrupting the overall material consistency of the retail environment.

The mixed-material approach supported both the scenic appearance and the longer-term reuse strategy. Durable fabricated components could be handled, repositioned and repurposed for future Tropicfeel activations while maintaining a consistent architectural and merchandising language.

Constructing the Bespoke Information Desk with Concealed Storage

Evolution Scenic fabricated a bespoke information desk as the principal customer-facing joinery element within the Tropicfeel pop-up. The desk was developed to provide a clear reception point while remaining visually consistent with the material language established across the wider retail environment.

The external structure was constructed from white wood and finished with a clear coat, preserving the natural appearance of the material while providing additional protection for repeated handling and future reuse. This finish also helped connect the desk visually with the surrounding display units and pallet-style merchandising elements.

A three-dimensional Tropicfeel cut-out logo was integrated directly into the front fascia and completed with a painted finish. Incorporating the branding into the joinery gave the counter a defined identity without requiring an additional freestanding graphic or secondary signage element.

Internally, the desk incorporated a dedicated storage structure fabricated from PSB board and finished with paint. This concealed compartment provided practical space for operational materials while keeping the customer-facing surfaces controlled, organised and free from visible storage items.

By combining reception functionality, integrated branding, durable finishes and concealed storage within one custom-built structure, the information desk operated as both a functional retail counter and a coordinated piece of scenic joinery within the temporary Tropicfeel environment.

Fabricating the Low-Level Pallet Display Plinths

Evolution Scenic fabricated custom pallet-style display plinths from white wood to create lower-level merchandising surfaces throughout the Tropicfeel retail environment. The units introduced a secondary display height beneath the full-height merchandising bays, helping establish a more layered composition within the 10 × 8 metre footprint.

The plinths used a repeated slatted construction with open-framed side elevations and a timber deck across the upper surface. This pallet-inspired architectural treatment reduced the visual mass of the units while creating depth and texture through the repeated horizontal and vertical timber members.

Their low-profile form provided flexible presentation surfaces for footwear, accessories and other featured products without interrupting sightlines across the wider retail space. The open construction also allowed the plinths to sit comfortably alongside larger display structures while retaining their own distinct scenic character.

Each unit received a clear coat finish, protecting the exposed white wood while preserving its natural grain, tone and material texture. This treatment maintained continuity with the white wood used across the information desk and principal merchandising structures.

As freestanding scenic components, the pallet displays supported the project’s wider reuse strategy and could be repositioned within different retail configurations. Their combination of slatted joinery, natural material treatment and adaptable low-level presentation made them functional pieces of reusable scenic retail architecture.

Constructing the Storage and Fitting-Room Architecture

Evolution Scenic integrated dedicated storage and fitting-room facilities into the temporary retail environment, ensuring that operational functions were incorporated within the same architectural language as the public-facing merchandising areas.

The enclosure walls were fabricated from MDF and completed with a paint finish, creating clean scenic surfaces that aligned with the surrounding display structures and information desk. This allowed the fitting-room and storage zones to read as part of the wider retail architecture rather than as separate temporary additions.

Within the fitting rooms, curtains provided privacy while mirrors supported the practical requirements of the changing areas. These elements were coordinated within the fabricated wall system so the customer facilities remained visually consistent with the overall Tropicfeel environment.

The adjacent storage areas provided concealed operational space for stock and supporting materials, helping keep the principal retail zones clear and focused on product presentation. Integrating storage into the scenic construction also reduced the need for exposed back-of-house items within the public-facing layout.

By incorporating fitting rooms, mirrors, curtains and concealed storage into the overall scenic build, Evolution Scenic created a more complete temporary retail environment within the 10 × 8 metre footprint, combining customer functionality with coordinated architectural fabrication.

Engineering the Range Rover Feature and Branded Foreground

A 1.2-ton classic Range Rover formed the principal feature within the Tropicfeel retail environment, creating a strong focal point within the 10 × 8 metre layout. Its position was coordinated with the surrounding merchandising structures so the vehicle became part of the wider scenic composition rather than an isolated display element.

Evolution Scenic fabricated dedicated steel ramps to support and elevate the vehicle within the space. Finished in black paint, the structural steelwork was visually controlled and integrated with the overall feature while providing the load-bearing capacity required for the confirmed vehicle weight.

The ramps functioned as engineered scenic structures rather than decorative platforms, combining structural performance with a clean architectural finish. Their placement established the vehicle at a defined display height while maintaining a clear relationship with the adjacent product displays and customer circulation areas.

A freestanding three-dimensional Tropicfeel logo was positioned across the foreground of the vehicle feature. The letters were fabricated from PSB board and finished with white paint, while the supporting base received a contrasting black paint finish to coordinate with the steel ramp system.

Together, the raised Range Rover, black-painted steel ramps and contrasting branded foreground created a defined scenic focal point within the pop-up. The feature combined structural metalwork, custom branding and retail spatial planning as one coordinated architectural installation.

Installation, Delivery and Completion of the Reusable Scenic Environment

Evolution Scenic completed the full Tropicfeel installation within an eight-hour programme, coordinating the scenic, joinery, branding and structural elements within the 10 × 8 metre retail footprint. The compressed installation period required the prefabricated components to be positioned efficiently while maintaining the intended spatial arrangement and circulation.

The castor-mounted merchandising units supported an efficient site sequence by allowing complete display structures to be moved directly into position and adjusted within the finished layout. Once aligned, the integrated brakes secured each unit, reducing the need for additional on-site fixing while preserving the flexibility of the reusable display system.

Installation of the wider scenic package included the pallet display plinths, bespoke information desk, storage structures, painted MDF fitting-room walls, curtains, mirrors, vinyl-branded fascias and freestanding three-dimensional logo. These elements were coordinated as one temporary retail architecture rather than installed as unrelated individual components.

The black-painted steel vehicle ramps formed a separate structural element within the installation sequence and were positioned before the 1.2-ton Range Rover was placed into its final display location. The vehicle, ramps and contrasting branded foreground were then aligned with the surrounding merchandising structures to complete the principal scenic focal point.

Because the product displays were fabricated as independent castor-mounted units, the completed system also supported future handling, transportation and reconfiguration. The finished installation demonstrated how mobile scenic joinery, temporary retail architecture, branded finishes and structural metalwork could be delivered within a compact footprint while retaining the adaptability required for future Tropicfeel activations.

Building A Three-Deck Urban Environment For Adidas At Sole DXB

In December 2019, Evolution Scenic was commissioned by Jack Morton Worldwide to design and construct a triple-deck stand for Adidas at Sole DXB in Dubai. The installation combined retail space, branded scenic construction and an elevated viewing platform within a substantial multi-level temporary structure. From the outset, the project required the scenic concept to be developed alongside the structural and operational requirements of the build. This created an environment that needed to function effectively as retail space while also delivering a strong architectural presence within the event.

The visual direction took inspiration from the gritty character of London’s Underground system and established the main design language for the stand. Rather than treating this reference as a simple graphic treatment, Evolution Scenic translated it into a three-dimensional scenic environment with multiple levels, architectural detailing and integrated retail functions. Branded surfaces, structural features and circulation areas worked together to reinforce the urban character throughout both the exterior and interior spaces. This allowed the design concept to remain consistent across the full structure rather than being limited to isolated decorative elements.

The completed installation combined visual identity with practical use across all three levels of the stand. Retail areas were integrated directly into the scenic construction, while the elevated viewing platform introduced an additional functional layer above the main customer-facing spaces. The multi-level configuration gave the stand a stronger physical presence and allowed different operational zones to coexist within one coordinated temporary structure. The result was a unified environment in which scenic fabrication, structural design, retail functionality and branded architecture were developed as parts of the same overall build.

Translating An Urban Design Into Scenic Construction

The London Underground reference established a strong architectural language for the build and informed the treatment of both the exterior and interior spaces. The stand incorporated multiple decks, branded architectural surfaces, railings, graphic treatments and integrated retail areas to create a cohesive urban environment. Rather than treating these elements as separate features, the visual language was carried throughout the structure so that each level formed part of the same scenic composition. This helped the installation read as a complete temporary environment rather than a conventional exhibition stand with added decorative elements.

Delivering that design required the scenic fabrication to be closely coordinated with the primary structural construction. A triple-deck environment introduces substantially different technical requirements from a single-storey branded stand, particularly in relation to vertical circulation, elevated areas and the additional loads associated with the upper levels. Retail functions, viewing areas and architectural treatments all needed to work within the same structural framework while maintaining the intended appearance of the design. The scenic elements therefore had to be developed around the structural logic of the build rather than applied independently after the main frame was complete.

Evolution Scenic approached the installation as a complete temporary structure rather than a collection of independent display components. The relationship between the primary frame, upper decks, circulation routes, retail zones and scenic finishes had to remain coordinated throughout the technical design and fabrication process. This integrated approach allowed the visible architecture to retain the intended Underground-inspired character while supporting the practical requirements of a multi-level installation. The result was a unified scenic environment in which structural engineering, architectural detailing and branded fabrication operated as one complete system.

Integrating Retail Into The Scenic Build

The Adidas installation was designed to function as both a retail environment and a branded experiential space. Retail displays were integrated directly into the scenic structure, allowing product presentation to sit within the wider architectural composition rather than appearing as a collection of separate furniture or display units. This approach required the scenic construction to support practical retail functions while maintaining the visual language of the overall design. Shelving, branded surfaces and product presentation were therefore treated as part of the built environment rather than as additions placed within it.

The interior images show display shelving, branded finishes and merchandise presentation incorporated directly into the constructed scenic space. These elements helped the retail areas remain visually connected to the wider Underground-inspired aesthetic used throughout the installation. For scenic fabrication, this type of integration is important because display zones need to work with circulation, branding and surrounding architectural features while remaining practical for repeated use. The result was a cohesive retail environment in which product display and scenic architecture operated as part of the same temporary structure.

Fabricating The Architectural Treatment

The exterior of the structure combined branded scenic surfaces with architectural detailing to establish the intended urban visual language. Large-format Adidas signage was integrated into the upper elevations, while Underground-inspired references were carried across both the façades and internal areas. The scenic treatment included branded panels, architectural features, railings and retail construction, giving the structure greater depth than a conventional flat exhibition backdrop. This layered approach helped the exterior read as a complete temporary architectural environment rather than a collection of separate branded elements.

The supplied project information confirms the use of a TSG hybrid structural system but does not identify the exact materials used for the individual scenic components. Specific details such as sheet goods, cladding substrates, paint systems, graphic production methods and finishing products are not provided in the available source. These material specifications should therefore not be assumed or added without reference to the original fabrication documentation. Keeping those distinctions clear allows the case study to remain technically accurate while still describing the confirmed relationship between structure, scenic treatment and branded finish.

Structural Compliance And Technical Delivery

The technical design formed an important part of the project from the outset and was developed alongside the scenic concept rather than treated as a separate exercise. Evolution Scenic completed a detailed STAAD analysis to secure Municipality approval and demonstrate the structural integrity of the triple-deck installation. This was particularly important for a temporary multi-level structure, where the architectural treatment needed to sit over a properly assessed structural system. The engineering process therefore provided the framework within which the scenic fabrication, circulation areas and upper viewing deck could be developed safely and accurately.

The scenic fabrication operated in direct coordination with the technical engineering throughout the build. The primary structural frame, elevated VIP deck, retail areas and external architectural treatments all needed to align as parts of one integrated temporary environment. This required the visible scenic elements to work around the structural logic of the installation rather than conceal or compromise it. The result was a coordinated build in which structural design, scenic construction and branded architectural detailing were brought together within a single three-level structure.

Delivering The Completed Stand

The completed Adidas installation formed a prominent triple-deck scenic structure at Sole DXB in Dubai, giving the brand a substantial architectural presence within the wider event environment. Its three-level configuration allowed the structure to combine visual impact with multiple functional uses across the different levels. Integrated retail displays provided a practical commercial layer within the scenic build, while the elevated VIP viewing deck introduced an additional operational space above. Together, these elements allowed the structure to function as both a branded destination and a usable temporary environment.

Externally, the completed build expressed the visual language of an urban underground setting through its overall form, finishes and architectural detailing. Internally, the scenic construction created a functional retail environment with branded display areas, coordinated surfaces and clearly defined customer-facing zones. The relationship between the outer architectural treatment and the internal fit-out helped maintain a consistent brand identity throughout the installation. The finished project demonstrates how Evolution Scenic combines structural design, scenic fabrication and installation to deliver temporary environments that need to perform as both architecture and branded experience.

Project Overview

Pedjas Kraft Coffee Shop was created within an empty commercial unit in Business Bay, Dubai, in 2023. The project involved transforming the vacant shell into a permanent and fully operational coffee shop environment. Working from a client-supplied concept, Evolution Scenic developed the interior design into a coordinated and buildable solution. The approach combined the functional requirements of a hospitality space with a cohesive architectural and material identity.

Delivered over a five-week programme, the principal fabrication scope centred on the main service counter and worktops, forming the operational and visual focus of the interior. Bespoke wall shelving, full-height storage, a menu-board frame and glazed display cabinets were produced to integrate service, storage and product presentation within the overall design. Entrance elements were also fabricated to create a considered transition into the coffee shop. Each component was developed as part of a coordinated interior rather than as an individual standalone element.

The wider fit-out incorporated timber ceiling beams, custom table tops and walnut flooring, creating a warm and consistent material character throughout the space. Engraved branding was integrated into the fabricated elements, embedding the Pedjas Kraft identity directly within the interior. Associated electrical works were coordinated alongside the fabrication and installation process. Together, these elements transformed the original commercial shell into a cohesive, functional and carefully detailed coffee shop.

Design Development

Evolution Scenic developed the client’s initial concept into a coordinated and buildable interior package, translating the design intent into a series of bespoke fabricated elements. The approach considered how the counter, storage, display features and architectural finishes would work together within the existing commercial unit. This allowed the different components to form a consistent interior rather than appearing as separate installations.

The main service counter established the operational centre of the coffee shop, combining a customer-facing feature with the practical requirements of daily service. Behind it, open display shelving and full-height cupboards provided integrated areas for product presentation and storage. A purpose-made menu-board frame was incorporated into the rear joinery, visually connecting the menu display with the surrounding cabinetry. Timber ceiling beams and supports for suspended lighting extended the material language above the counter and helped define the main service area.

Custom entrance elements continued the design language at the shopfront, creating a considered transition into the interior. Bespoke table tops carried the same attention to material and detailing into the customer seating areas, while integrated branding reinforced the identity of Pedjas Kraft throughout the space. Together, these fabricated elements created a cohesive relationship between the operational, architectural and customer-facing areas of the coffee shop.

Fabrication and Materials

Solid walnut formed the principal material language throughout the fitted interior, giving the coffee shop a consistent timber character across both architectural and functional elements. Evolution Scenic used the material throughout the bespoke fabrication package, including the main service counter, worktops, shelving, storage joinery and menu-board frame. The same approach extended to the entrance elements, ceiling supports and custom table tops, creating continuity across the customer-facing and operational areas.

The walnut components received a teak-oil finish, enhancing the depth and warmth of the timber while allowing its natural grain, tone and variation to remain visible. Rather than concealing the characteristics of the material, the finish emphasised the crafted quality of the fabricated elements. Engraved Pedjas Kraft logos were incorporated into selected table tops, embedding the branding directly into the manufactured timber surfaces rather than relying entirely on applied graphics.

Evolution Scenic also installed the confirmed walnut flooring, extending the timber palette across the horizontal surfaces of the interior and reinforcing the overall material identity. This created a visual relationship between the flooring, furniture and bespoke joinery throughout the coffee shop. Other visible floor finishes formed part of separate supply packages and were not included within Evolution Scenic’s confirmed scope.

Project Outcome

The completed Pedjas Kraft Coffee Shop is defined by a consistent solid-walnut material language extending across the service counter, worktops, shelving, storage joinery, custom table tops, overhead features and flooring. Together, these elements establish a strong visual connection between the operational and customer-facing areas of the interior. The coordinated use of timber also gives the completed space a warm, crafted character appropriate to a permanent hospitality environment.

A teak-oil finish was applied across the fabricated walnut components, helping unify the different elements while retaining the natural grain, tone and variation of the timber. This consistency of material and finish allowed individually manufactured components to read as part of a single interior scheme. Integrated details, including engraved branding, further connected the Pedjas Kraft identity with the physical fabrication of the space.

The project demonstrates Evolution Scenic’s ability to combine interior design development with specialist carpentry, bespoke manufacturing, electrical coordination and on-site installation. From developing the client’s initial concept through to fabrication and final installation, the work brought multiple disciplines together within a five-week programme. The result was the transformation of an empty commercial unit into a cohesive, functional and permanently installed coffee shop interior.