In 2017, FYE launched a series of "pop-up" stores around the Comic-Cons in San Diego and New York. These were short term leases that required temporary building wraps and immersive experiences.

 

Due to the short lifespan of a pop-up, the idea was to create visually arresting facades. We needed to command the attention of Comic-Con attendees while remaining distinctly, recognizably FYE. Concurrently, we were developing a visual branding campaign rooted in the pop art style, so the FYE "Pop Shops" were born as you see here.

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The original Pop Shop designs ultimately caught the attention of Warner, Cartoon Network and WWE; leading to pop shop collaborations featuring Justice League, Rick and Morty and WWE talent.