The Rest Room

In Fall 2019, Thinx ran a controversial national campaign around the topic of getting comfortable with menstruation, challenging how people think of it physically, emotional and socially.

This concept store in NYC played with a similar idea of disruption and subversion. People were invited to The Rest Room to have a refreshing drink and a relaxed conversation about their periods.

The archways had always been an important visual element of the Thinx brand. In this design, they were turned upside down, broken up, and lit from within. Each section between the tunnels served as product display and storage station. The section colors deepened as the product absorption level rose toward the back of the room, creating a stunning gradient effect. There was a fitting room and a lounge at the end of the tunnel, in bright red and bathed in natural skylight.The architectural element also become the symbol of the store, uniting the space with graphic applications of brand concept.