Building a new
space for Hot Topic
Retail Environments Design / 3D Modeling / Project Management
BACKGROUND
Hot Topic was born out of a Southern California garage in 1989 and has maintained that sense of homemade grit until recently. Once a brand defined by unapologetic difference, Hot Topic has turned into the one thing it always feared: a mainstream poser. Our team dove into modern youth culture to help Hot Topic shed their stale exterior and return to their roots.
THE ASK
Revitalize Hot Topic’s brand purpose.
THE CHALLENGE
Return Hot Topic to its former position as a cultural innovator.
THE SOLUTION
A shoppable space where young people can come together to create the community they want.
THE SITUATION
Hot Topic has lost its edge.
Sales are driven by licenses.
A store that once represented rebellion and goth culture now carries Funko Pop, Disney and other fandom merchandise. This generates revenue, but it dilutes Hot Topic’s personality.
Hot Topic refuses to take a stance.
Hot Topic has decided against selling merchandise that feels too political or cause-oriented in order to not alienate potential customers. These days, it doesn't pay to play it this safe.
Malls aren’t cool anymore.
Hot Topic is still doing well despite the fact that malls are dying rapidly. Regardless, the stores feel cramped and overwhelming when they should feel welcoming and inspiring.
THE OPPORTUNITY
What if Hot Topic could create culture instead of chasing it?
To do this, Hot Topic needs to plug back into youth culture, which is a bit different than it was in the 1990s. High school is becoming a place where…
Difference is celebrated.
It’s the most accepted time to be weird and different. Rigid stereotypes like “jock” and “geek” are growing tired and more people feel comfortable in their own skin.
⟶ How can Hot Topic celebrate uniqueness?
Individuality requires exploration.
Teenagers are constantly experimenting with new ways of expressing themselves, trying on new personas until they find a style and way of life that feels right.
⟶ How might Hot Topic inspire creativity?
You are what you stand for.
Young people use social media to affect change before they are even eligible to vote. They are take pride in their political views and don’t hesitate to speak up.
⟶ How might Hot Topic amplify young voices?
THE SOLUTION
Hot Topic Hubs: A shoppable space where young people can unite to create the community they want.
HT Hubs– located in suburban town centers– are much larger than traditional Hot Topic mall stores. They are a place for conversation, cultural creation and connection.
Each HT Hub has a simple, modular design that can adapt to the community it lives in.
There will be adequate space for the typical merchandise you already see in Hot Topic stores.
The Stance Wall displays products that benefit various causes, both local and national. Shoppers can read the story behind each product on the chalk surface and vote with their dollar.
HT Hubs Hosts– location managers with a passion for community outreach– will sit in an open air office and help community members get involved.
Each HT Hub will be home to a chapter of The Fearless Ones, a new membership program. Members gain access to the space so they can plan events and create the community they want to live in.
Supporting the arts community surrounding each HT Hub is a high priority. Each store will display a creative directory full of artists who are accepting commissions.
Members of The Fearless Ones can use this multipurpose space to host events.
How did I make it?
With a few trips to to Hot Topic, some stakeholder
interviews and my 7th Grade playlist
TEAM
Robert Clark, Creative Brand Manager
Sarah Matheson Harris, Strategist
Catie Frech, Strategist
Ainsworth Kerr, Copywriter
Molly McCarvill, Art Director
Joelle Halle, Experience Designer
WHAT I LEARNED
User Research
Your initial hunches might be wrong! If/when this happens, use it to your advantage.
Craft
Use a deadline to force yourself to get over the learning curve of a new piece of software. But, remember to take breaks!