Birthday Support × LLJ Pop-up
A themed fan pop-up through Claw Machine Crossover.
Project Details
Organizer: Self-initiated, independently planned
Location: Shanghai & Beijing, China
Date: August 22, 2022
Role: Project Director, Spatial & Visual Design
Format: Immersive Pop-up / Brand Collab Fan Event
Space Size: ~150㎡(Shanghai), ~350㎡(Beijing)
Objective
To create a fan-first event experience that:
• Celebrates the idol’s birthday in a tactile, shareable format
• Integrates brand IP (arcade game zone) into fan culture
• Stimulates community engagement and organic content output
Concept & Theme
Built around the idea of “catching joy,” this pop-up reimagined claw machines as emotional entry points for fans. Layered acrylics, pastel gradients, and capsule motifs defined a dreamy, arcade-meets-sentimentality atmosphere..
Visual Identity
• Color Palette: Pearl white, lavender, translucent pink, electric blue
• Mood: Sentimental, energetic, playful
• Typography: Rounded sans-serif + bold capsule-style headers
• Branding Elements: Claw icons, capsule shapes, birthday stamps, pastel signage
Role
• Led concept development, layout, and visual direction
• Designed packaging, signage, and environmental graphics
• Oversaw vendor coordination, on-site build & breakdown
• Managed social rollout and fan account engagement
• Directed event photography and live documentation
Visual Highlights
• Custom-designed claw machines with translucent signage
• Birthday-themed gift boxes with collectible stickers
• Fan message wall with polaroids and pastel envelopes
• Decorated backdrops optimized for social sharingSpatial Planning
Results & Impact
• This was the first-ever LLJ (夹机占) fan support pop-up collaboration, opening the door to brand–fandom co-activation formats
• Over 1,000+ visitors in a single day
• Fans lined up at LLJ claw machine arcades across stores; limited-edition plush toys sold out by 2PM
• +2000 fan account follower growth post-event
• Brand collaboration boosted cross-platform exposure via Weibo & Xiaohongshu
• 12-city metro ad campaign, with 80M+ estimated impressions