Brand activation · Spain 2024

SHEIN × Klarna

Every physical object is an instruction for behavior.

2024 · Spain

6 cities

Small creative team

Role: spatial & service designer

A mobile activation touring cities across Spain. The design challenge: turn street curiosity into a sequence of participation — each spatial element telling visitors what to do next.

Problem

Attract attention on the street and guide visitors through a frictionless participation journey, from first glance to shared content.

My role

Vehicle design (Piaggio Ape), modular drawer cabinet, spatial layout, signage — plus the service layer: visitor journey mapping, staff roles and handoff moments. Small creative team.

Context

Multi-city brand activation. Tools: Rhino, KeyShot, Miro. The design had to work in a Madrid plaza as well as in Barcelona.

Results

From render to the street.

The activation was produced and operated across six cities. The participation loop — Attract → Explore → Participate → Share — carried visitors from curiosity to content.

16,000

visitors across 6 cities during the tour

36%

completed the full participation loop

41%

created a new Klarna account during the activation

earned impressions from user-generated content

Process

How it got built.

Journey mappingService blueprintTouchpoint auditFrontstage / backstage design

Frame the behavior

Started from a spatial-behavioral question: how does each physical element tell visitors what to do next? Mapped the intended journey before drawing a single object.

Miro · journey framing

Design the touchpoints

Designed the Piaggio Ape vehicle wrap, the modular drawer cabinet as the curiosity anchor, and the spatial arrangement that stages the activity. Every piece dimensioned for transport and fast setup.

Rhino · KeyShot

Connect to the service flow

Mapped how physical touchpoints connect to participation and digital engagement — the loop that turns a street moment into shared content. Designed the frontstage/backstage split: what visitors see versus the staff roles, timing cues and handoff moments that keep the loop running.

Attract

The vehicle establishes visibility.

Explore

The cabinet creates curiosity.

Participate

The layout guides the activity.

Content extends the moment digitally.

Backstage: staff rotation plan, setup/teardown checklist per city, fail-safes for weather and crowd peaks.

Render → production

The KeyShot render defined the central touchpoint; the event photograph confirms it reached production as designed — vehicle, cabinet and signage built as specified.

Render vs. built evidence

Deploy & operate

Rolled out across six cities with a repeatable setup/teardown system. The modular design kept each stop consistent regardless of plaza conditions.

Rhino 3D modelKeyShot rendersService blueprintSignage systemSetup manual

Download full case PDF →

Process · My work · Result

The work, in images.

Process

Top-down spatial plan of the full activation

Spatial plan and 3D model of the full activation — booth, Ape vehicle, prize game and lounge zones laid out as one journey, dimensioned for transport and fast setup.

My work

Glamour booth render — beauty stations, clothing racks, Klarna lounge

Prize game board — Fashion, Beauty, Home colour zones

The glamour booth — beauty stations, clothing racks, Klarna lounge — and the prize game board: land on a colour, win its category — Fashion, Beauty or Home.

Result

The built Ape vehicle on the street in Spain — real photograph

Render of the Ape with its colour-coded drawer cabinet

Built as designed. The Ape on the street in Spain (above) against its render (below): the same colour-coded drawer cabinet, the same system — repeated across six cities.

16,000

visitors · 6 cities, Spain 2024

36%

completed the full Attract → Explore → Participate → Share loop

41%

created a new Klarna account

earned impressions from UGC