Falcon Enamelware - Cardboard Popup
by Startacus Admin
Falcon Enamelware - Cardboard Popup
When we think of the popup phenomenon we will generally envisage innovative and cutting edge startups looking for an exciting and modern way to introduce their product to market or create a bit of excitement - like these - Number 26 Stopup Shop, Propstore and WeArePopup.
But what about a 100 year old enamelware manufacturer with a strictly classical range of products?
We think Falcon Enamelware has really stepped up to the plate with this one! They wanted to inject a bit of freshness and vitality into their brand without compromising on their core values of classic clean design and utility. The result of their labours is a new colour range of products to sit alongside their iconic white with blue trim enamel tableware and the world’s first cardboard popup shop.
Ever practical as we are, our original thought when we chanced upon this most unusual of retail spaces was ‘What happens when it rains - does the shop disintegrate?’ A fair question but you will be glad to know that the whimsical indecisiveness of the British weather is no match for Falcon Enamelware…this cardboard shop was indoors.
Even so, cardboard would hardly be our first choice of building material and it 
doesn't sound like a particularly exciting prospect, however (and thats a big however) upon closer consideration we think that this simple idea is actually very innovative, original, quirky and logical...all the things that we at Startacus love.
Featured in London’s Design Junction at the end of September the shop and everything in it that could be feasibly made from cardboard, was. This included the walls, roof, shop front, counter, display units and even the cash register. Not fancy multi-coloured eye-catching cardboard either, just plain old everyday brown cardboard.
You might think that such a shop would have a hard time making itself heard over the din of flashy products and uber-modern design on display at such an exhibition. But it’s therein that we think the strength of this idea actually lies, the designers have taken inspiration directly from their existing line and created a retail space in which their product is given complete prominence unhampered by flashy gimmicks. Its simplicity demonstrates that keeping up with modern developments in the marketplace doesn't necessarily mean flashing neon signs, giant 3D screens, a pack of sparklers and an old kazoo.
At nearly 100 years old Falcon Enamelware has proved that it can still innovate and ensure that its traditionally styled products remain fresh and dynamic in a hugely competitive and quickly changing marketplace. Just don't light a candle!
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Published on: 3rd November 2013
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