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The Dancing Flame

StudioXAG

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The Dancing Flame - diptyque - StudioXAG - Alex Upton
The Dancing Flame - diptyque - StudioXAG - Alex Upton
The Dancing Flame - diptyque - StudioXAG - Alex Upton
The Dancing Flame - diptyque - StudioXAG - Alex Upton

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Comments
Innovation
Functionality
Creativity
Eco-Social Impact
Total
JURY VOTES
Pop-Up Store
6.04
6.17
6.05
5.60
5.97
Andrea Zickhardt
Andrea Zickhardt Managing Director at Holzer Kobler Architekturen
Good concept of reusing small space...
6.5
8.5
8
7
7.5
Preeti Singh
Preeti Singh Brand Director at India Design ID
A tiny home done well - not just th...
6.5
8.5
8.5
7
7.63
Anne-Laure Pingreoun
Anne-Laure Pingreoun Founder at Alter-Projects
Smart small design living, neutral...
6
8
8
7
7.25
Julia Chiaramonti
Julia Chiaramonti Founder at Julia Chiaramonti
5
5.59
5.29
5.35
5.31
Ronnie Belizaire
Ronnie Belizaire Studio Practice Leader and Principal at HKS Inc.
6
8
8
6
7
Servaas Vehmeijer
Servaas Vehmeijer Partner and Managing Director at The Invisible Party
6
8
6.5
6
6.63
Liz Gallagher
Liz Gallagher Studio Director at March and White Design
Appreciate the soft palette and inn...
8.5
8
7.5
6.5
7.63
Claude Saos
Claude Saos Head of interior architecture and design at LISAA Strasbourg
6
8
7
6
6.75
Judy Dowle
Judy Dowle Associate Design Director at Studio XAG
6
8
7.5
6.5
7
Tanya Suvannapong
Tanya Suvannapong Design Director at Gensler
6.5
8
7
6
6.88
Leendert Tange
Leendert Tange Creative Partner at Storeage-Group
7
8
8
5
7
Peter Pan
Peter Pan Founder and CEO at Noa Galaxy
5
8
6
6
6.25
Ismael Abedin Ingelmo
Ismael Abedin Ingelmo Founder and Director at DXMID
5.78
7.59
6.74
5.66
6.44
Quan Huang
Quan Huang Chief Designer at WJID
5
6
6
7
6
Comments
Innovation
Functionality
Creativity
Eco-Social Impact
Total
JURY VOTES
Colour
5.73
6.18
6.01
5.60
5.88
Andrea Zickhardt
Andrea Zickhardt Managing Director at Holzer Kobler Architekturen
Good concept of reusing small space...
6.5
8.5
8
7
7.5
Preeti Singh
Preeti Singh Brand Director at India Design ID
A tiny home done well - not just th...
6.5
8.5
8.5
7
7.63
Anne-Laure Pingreoun
Anne-Laure Pingreoun Founder at Alter-Projects
Smart small design living, neutral...
6
8
8
7
7.25
Julia Chiaramonti
Julia Chiaramonti Founder at Julia Chiaramonti
5
5.59
5.29
5.35
5.31
Ronnie Belizaire
Ronnie Belizaire Studio Practice Leader and Principal at HKS Inc.
6
8
8
6
7
Servaas Vehmeijer
Servaas Vehmeijer Partner and Managing Director at The Invisible Party
6
8
6.5
6
6.63
Liz Gallagher
Liz Gallagher Studio Director at March and White Design
Appreciate the soft palette and inn...
8.5
8
7.5
6.5
7.63
Claude Saos
Claude Saos Head of interior architecture and design at LISAA Strasbourg
6
8
7
6
6.75
Judy Dowle
Judy Dowle Associate Design Director at Studio XAG
6
8
7.5
6.5
7
Tanya Suvannapong
Tanya Suvannapong Design Director at Gensler
6.5
8
7
6
6.88
Leendert Tange
Leendert Tange Creative Partner at Storeage-Group
7
8
8
5
7
Peter Pan
Peter Pan Founder and CEO at Noa Galaxy
5
8
6
6
6.25
Ismael Abedin Ingelmo
Ismael Abedin Ingelmo Founder and Director at DXMID
5.78
7.59
6.74
5.66
6.44
Quan Huang
Quan Huang Chief Designer at WJID
5
6
6
7
6
Designer
Client
diptyque
Floor area
30 ㎡
Completion
2023
Social Media
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Creating an immersive red velvet wonderland for diptyque’s festive pop-up, StudioXAG brought their holiday campaign to life in Marylebone, London.

diptyque approached StudioXAG with the challenge of transforming the pop-up space into a moment of delight, one that was both poetic and eye-catching.

The concept was formed around the brand’s wider festive campaign, centring on the spirit of the dancing flame and the fluid movement of fire. StudioXAG developed dramatic scenery with swirling, dancing letters, floor-to-wall red velvet fabric, gold benches that organically wove their way around the store in a continuous flame motif and a styled Christmas tree of gift boxes.

Visitors were invited to wander through pathways that spark curiosity and engagement with the collections.

Using luxurious textures, the customer was enveloped in the brand’s seasonal campaign and transported into its warm glow.

To extend the lifetime of the pop-up after the holiday season, alterations were made to the space such as the removal of the tree of gift boxes. This allowed diptyque to make the most of the space and its success.