Reed Annex hosted a pop up for UK athletic apparel brand Umbro to launch its bespoke kit.
The store was staged to suggest a tailor's shop.
A custom, stacking shelf system was fabricated to display props.
Reproductions of vinatge Umbro advertisements mix with photos of the new made-to-measure kit.
Customers browse and mingle.
The UK football team's kit was officially introduced via live telecast.
The stacking shelves were taken down to be used as benches, transforming the shop into a theater.
After the game, the benches quickly went back together into their shelving arrangement.
Prop rental and set dressing assistance from Jessica Grindstaff of Phantom Limb.
Most photos by Ana Leiva, courtesy of Staple Design.
© 2013 Sinclair Smith & Co