This project is a pop up tour designed by odd architects with the theme of “meeting the times”. The overall concept of the exhibition is planned by UCCA lab， UCCA Ullens Center for contemporary art. It includes brand tracing， time corridor， limited wine glass display， art interaction and tasting experience area.
Due to the special space of pop-up， the designer adopts modular treatment in the design， which is convenient for remote construction， on-site assembly and transportation. As the brand is a beer brand originated from Europe and has a long history of more than 600 years， the designer selected “arcade” as the main space component element， which makes visitors associate with European historical buildings and feel the elegant and exquisite cultural characteristics of the brand.
The space composed of arcade elements which just look like a small labyrinth. There is no fixed visiting route， which can increase the visitors‘ stay time in the space and enhance their sense of participation. Moreover， the aesthetic feeling and sense of composition generated by the stacked use of the elements are very suitable for the tourists to take photos， so as to meet the brand’s demand for publicity in the era of social media. The space is composed of dozens of arched walls and the hollowed out walls of the Holy Grail of the brand. The white wall is light and concise， and the red ribbon shape running through it can not only serve as an exhibition wall， but also lighten the space and echo the concept of “gift of the new era”.