“Our creative collaboration began by absorbing Tide's values and product purpose with the intention to design and build a pop-up store where the Tide team could meet their community in an environment tuned to their manifesto.
We have amplified their digital presence and purpose to a 1:1 scale and created an open and dynamic environment where customers can come inside to meet the team, sign up to the app, learn something and be part of the Tide community“
Client | TIDE
Program | Pop-up Store 500 sq ft
Status | Completed
Location | Old Street Underground Station, East London Tech City, London
Design & Production Team | Jenny Jones, Nic Tuft, Paddy Austin
Fabrication | Shape Construction and Design
Photography | Paul Raeside
The Digital to the Physical
Tide, the fintech start up, mobile-first banking app for small businesses has opened a pop up store, designed and produced by StudioJennyJones. It is the brand’s first physical manifestation. The store runs until 1st April. The Tide Team wanted to create a physical space to introduce the Tide App to the tech start up community.
Tide is challenging the way small businesses bank and Studio Jenny Jones took on that challenge mindset spatially and performatively to create the pop up. Staff and customers stand side by side and face to face. There are none of the physical barriers between staff and customers that we grew up with in our high street banks. Merging design tech store with co- working event space, customers come to the store to meet and learn; a place of assembly for ideas, hacks and being part of a community.
The scenography reconfigures to create platforms to showcase the app during the day and to host the #Tidetalks series, with speakers from the tech start up community, in the evening.