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Phones displayed on sleek red pedestals and tall red fabric panels are among key elements of a pop-up store that launched phone products affiliated with a high-profile AIDS program. The dramatic red panels define the space and provide a generous platform for graphics related to (PRODUCT) RED, which raises money for AIDS programs in Africa. Shoppers can download music, snap photos, and even print images from red Motorola RAZR phones and headsets featured live on tubular steel fixtures built by DNS Display Industries.

“As you walk into the store, you get it. That’s what we’re proud of,’’ says Randall Ng, a managing director for FITCH, which teamed with Motorola designers for the pop-up store.

Especially challenging in this project was the tight turnaround, in part driven by plans for The Oprah Winfrey Show to film the store the day before it opened. The team transformed empty space into the Motorola RED store in 12 days.

“The availability of materials and lead times played a large role in the materials chosen and fabrication methods implemented,’’ says Elena Limbert, global image designer for Motorola.

Frames and zip-up fabric panels designed and built by Moss Inc. serve as crescent-shaped walls resembling parentheses, an iconic element of the RED project. Fabric-covered frames also serve as ceiling pieces and a back wall featuring projected images of celebrities holding the target product. The lightweight aluminum framing allows for quick on-site assembly, and the fabric offers opportunities for customized graphics.

An in-floor display built by DNS showcases merchandise from other participating RED brands. Constructed off-site, the display comprises six 24-by-24-in. lightboxes with fluorescent lighting and 3/4-in. acrylic face panels. Its design allowed for subtle adjustments on-site using shims and other fitting components, says Mike Douglas, president of DNS. The in-floor display sits in a raised platform left over from a previous pop-up store; data and electric lines run underneath the platform for a seamless look.

Open a mere two weeks, the project won a grand prize this year in the new pop-up category of the NASFM Retail Design Awards, a category created due to the number and quality of entries received in this niche in 2007.