Marissa Luca
Baller & Shotcaller


Hello Kitty Pop Up


Role: Senior Graphic Designer Company: Evy of California


I was tasked with concepting a pop up space that would house Sanrio/Hello Kitty merchandise, within specialty department stores. The goal of this pop up would be to manifest an enchanting vignette, rich with Hello Kitty flare, and joyful product. The demographic would be young girls and their mothers.

This concept was presented directly to Sanrio.




We wanted to capitalize on the in store pop up concept, as a marketing tool, and a way for the customer to interact with the brand in a new way. Japanese pop up strategies also influenced the path to this concept because they seamlessly integrate kitsch and playful brands into everyday interactions; even in the adult demographics.

This idea could easily fit into almost any floor plan style because our method was to create small areas of focus that would connect in theme, but could be placed around the department store in vignettes.

Below are some of my visual inspiration for playful pop up executions:




The vignettes needed to playful and inventive, but also pragmatic. The first area would be a tee shirt structure that would create 360 degree access to merchandise, but still feel very on brand.

The theme was a ‘Wink of Pink’. Pink was a heavy influence, as it is a huge staple of Hello Kitty’s brand guide.

An ice cream shop’s nostalgia and immediate relatability became the cornerstone for the visual theme.

360 Cube Vignette I created.

A refurbished freezer, complete with handmade ice cream chairs, would be a part of this sweet fantasy.

Merchandise Cart concept with iPad access, to search product and novelty Hello Kitty information.



Pop Up Visual Story

These vignettes could either exist together or separate, depending on the needs and limitations of the space within the department store.




In addition to concept designs for the space, I create illustrations for the meeting itself, including original signage.



I have more work too.