Twitch Con 2018
The Loot Cave

Challenge

For this project we aimed to create a fun, shopable experience in an open floorplan , while designing fixtures that could be easily navigated and restocked so that a vast amount of customers could shop.

Action

I started by looking at the product itself. Unlike traditional retail product most of the items were packaged in plastic or in boxes. The product inventory was also quite extensive; there were over 25 different designs in t-shirts alone and all made in a variety of sizes and in addition there were many types of accessories. Twitch opted for employee volunteers to run the store during the event, so a focus was made to have clear and easy to read labels for sizing and restocking.

Due to product packaging, customers were not able to try on the each specific product, so we created try-on areas with blank product in representative sizes. Product was displayed above the appropriate bin or cubbies for ease shopping. We placed clearance items near and throughout the check out line (that were fairly long) to keep customers occupied.

To also accommodate pricing changes right before the event I worked with the team to create extra signs in a variety of prices just in case last minute changes were needed.

Results

The store was packed all three days of the convention, with people waiting 2+ hours in line. Following the success of San Jose we took our learnings from this event and improved on some of the fixtures for Twitch Con Europe in Berlin the following year. This was a great exercise in designing fixtures for activations, planning and justing line queues and working with product in a non traditional retail capacity.