CHALLENGE

Global entertainer Cirque du Soleil invited Miller Zell to create a unique merchandise and concessions experience for guests that would match the spectacle and fantasy of their latest production, “OVO”. Cirque’s previous fixture system was based on the mechanics of road cases that doubled as displays —
a solution that lacked aesthetic appeal. In addition to developing clever ways to showcase merchandise, Miller Zell faced another challenge: devising a functional system for a traveling cross-continental show that will assemble and disassemble repeatedly.

THE RESULT

Miller Zell designers extended the brand experience by creating a gypsy-inspired marketplace, called Souk du Soleil, that captures the essence of Cirque magic and visual storytelling. Miller Zell developed mobile displays and fixtures that double as innovative set pieces, all of which transform the retail space into a surreal guest destination. The success of the award-winning Souk concept has inspired Ciruqe to adapt the design to additional touring productions around the world.

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We deliver innovation at retail, creating solutions that activate brands at the shelf and speak to shoppers in a meaningful way. We apply fact-based shopper insights, customer perspectives and cultural trend analysis to build meaningful connections between brands and people.