Off the Hook pop-up bait shop by Colle+McVoy

Date: May 2019
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To get more urban dwellers to experience the joys of fishing, the Recreational Boating & Fishing Foundation is making it easy and fun. They’re bringing everything people need to drop a line and catch a big one in a beautifully designed mobile bait shop.

The playful and touchable Off the Hook activation is equipped with all the gear people need to fish and inspires Instagram-worthy photos. There’s a cabin-like Bait Shop with roof tiles that replicate fish scales and a 12-foot-long giant shiny lure posted on its peak. Along the sides are numerous please-touch-me, photogenic motifs. One dispenses multi-colored plastic wiggly bait. Another features an artful mosaic of vibrant wood lures. And the back wall is a vivid illustrated mural of freshwater fish. Other elements include a faux canoe display, fishing accessories to use in photos, games, fish-themed snacks and an area to measure your height against images of three- to six-foot fish. There are also plenty of fishing experts on hand to help.

Off the Hook debuted in Minneapolis and will travel to New York City (Pier 84 at Hudson River Park, May 31 through June 2), Washington, DC (June 7 through June 9) and other cities to be announced. Visit Take Me Fishing for the latest updates.


Client - Recreational Boating & Fishing Foundation/Take Me Fishing

Creative Agency – Colle McVoy

Design Agency – 10 Thousand Design

PR Agency – Exponent PR

Event production – Street Factory

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