(Hong Kong SAR Wednesday 14^th April 2021) COLLECTIVE, an international architecture studio, has unveiled an transformable pop-up design for Hong Kong-based artisan spirits merchant Whisky Library at K11 MUSEA. COLLECTIVE created a contemporary interpretation of opulent liquor cabinets which can extend itself in a “Matryoshka Doll” manner, displaying 130 bottles of collector’s liquor curated by Whisky Library. The pop-up looks to engage with the demographics in Kowloon having been based in Hong Kong island for xx years, increasing consumer’s awareness of Whisky Library’s artisanal approach to liquor selection and the pursuit of craftsmanship in fine spirits. 

COLLECTIVE conceived the concept as simple dark blue 2-meter cube when closed but opens like a treasure chest with gleaming copper interiors and an interconnect unit which pulls out into the shape of a ‘dragon’s tail’, containing beautiful bottles within. When fully deployed, it spans 4.8 meters in length and takes full advantage of the long existing site and its whimsical appearance draws in passer-by from all sides.

The chest is divided into 3 individual pieces all of which has its own transformative character and offers a variety of uses from day to night. Each piece can be used individually and dynamically adapt to different circumstances, offering an array of possibilities for reuse. Contrary to the traditional notions of pop-ups and the ephemeral nature of installation objects, Whisky Library’s pop-up is designed as an object of durable wood carpentry with sustainability and reusability at the heart of its design, whether as a pop-up, furniture, or other types of installation.

Betty Ng, founder and director of COLLECTIVE said: “We always love an element of surprise, especially for a pop up. We want everyone to know that the design for Whisky Library is not a static one, but a dynamic, fun, transformable, and interactive one. We should not look at commercial pop-ups solely as generic objects and take them at face value, we wanted to offer additional usage to inject as much life as possible to the usual temporary presence.

‘Sustainability is also a huge influencing factor in our design for this pop-up, that sustainability is not just about green washing or making design which only appears sustainable on the surface, but that reusability is key. This is something we have really achieved for Whisky Library.’

Whisky Library pop-up has been opened to the public since 14^th April 2021, from 11:30 am to 8:30 pm on weekday and from 11:30 am to 9:00 pm on weekend.