The Data Dollar Store

Radley Yeldar X Kaspersky

To highlight the importance of personal data, FormRoom were invited by Radley Yeldar (RY), a marketing and communications agency to design and install a Pop-Up shop for cybersecurity and anti-virus provider, Kaspersky.

The Data Dollar Store, based in Old Street Station, asked shoppers to pay by data and not currency. The value of the product a customer wants to buy is not defined in monetary terms, but instead by how much personal data they’re willing to sacrifice to obtain it.

Kaspersky partnered with East London graffiti artist, Ben Eine to “sell” exclusive mugs, t-shirts and the most prized item, limited edition prints. Large LED screens placed in both windows allowed data capture and Data harnessed by the onsite digital team to be broadcast to Old Street’s commuter audience.

Project Features

Retail Interior Design
Interiors & Furniture


FormRoom’s challenge was to effectively translate Radley Yeldar’s innovative campaign into an experiential retail concept.

Our design team utilised minimal materials, natural textures along with techniques to design an authentic space which served both the retail and digital needs for the campaign. Vinyls were used in a strategic way to create different zones for each product category, whilst suspended Edison Bulbs were introduced to soften the space.

FormRoom took inspiration from the Kaspersky brand colours to create a cohesive space that clearly marked the brands identity but in a subtle, artful approach true to the local area’s aesthetic.

Marking the brands identity in a subtle, artful approach true to the local area’s aesthetic.

Kaspersky Lab’s ‘The Data Dollar Store’ won a range of awards, including AME Awards 2017 and The Drum B2B Awards 2018.

Manufacturing + Implementation

FormRoom worked closely with the Kaspersky team from conception to installation – a full service interior design roll-out.  The result was a seamless store fit-out executed perfectly to the blueprints.

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