BIRTHDAY × LLJ POP-UP

A themed fan pop-up through claw-machine crossover

Built around the idea of "catching joy," this self-initiated birthday pop-up reimagined arcade claw machines as emotional entry points for fans. Layered acrylics, pastel gradients, and capsule motifs created a dreamy atmosphere where arcade play met sentimentality.

The identity ran on pearl white, lavender, translucent pink, and electric blue, with rounded sans-serif and bold capsule-style headers — sentimental, energetic, and playful. Claw icons, capsule shapes, birthday stamps, and pastel signage carried the theme across packaging, environmental graphics, and merch.

Staged across Shanghai (~150㎡) and Beijing (~350㎡), the project spanned concept, layout, and visual direction through vendor coordination, on-site build and breakdown, social rollout, and live documentation. Highlights included custom translucent claw machines, collectible birthday gift boxes, and a polaroid fan-message wall built for sharing.