Figma Make Global

Global Pop Ups

1493 How do global brands stay consistent while meeting the expectations of completely different markets? With Figma Make Global, we explored that question across San Francisco, Paris, and Tokyo—three cities, three cultural contexts, one clear idea. From the start, we weren’t interested in copying and pasting a format from city to city. The goal was to define Make clearly enough that it could move, adapt, and still land with the same meaning everywhere. At its core, Make is about turning digital creation into something social, tangible, and fun—something that shows up in the real world and invites people in. Each city expressed that idea through its own rhythms and rituals.

Scope

Custom Fabrication
Operation / Support
Creative Direction
Lighting Design
Audio / Visual Production
Interactive Installation
Fabrication
Experiential Design
Design
Spatial Design
Creative Technology
Project Management

In Paris, Make took on the spirit of a patisserie. Inside Citadium, guests stepped up to a pastry-shop–style counter, ran through a Make demo, and walked away with a printed ticket—digital action made physical. That ticket became a branded macaron, packaged like a treat you’d grab on your way through the city. It was casual, indulgent, and conversational. Make didn’t feel like a product demo; it felt like a small moment of craft worth sharing.

Tokyo called for a different kind of energy. Instead of indulgence, we leaned into themed café culture, where intention, precision, and participation shape how people engage. We imagined a technicolor Make café—every surface shareable, every interaction deliberate.

The demo stayed central, but the way people entered and lingered shifted. Here, digital creation translated into origami and dorayaki, alongside branded coffee and matcha. Origami introduced a hands-on moment of making—folding, focus, care—while dorayaki tied the experience to something familiar and everyday. Even the swag delivery, through vending or claw machines, added play without breaking cultural expectations.

Same product. Same message. Totally different expressions.

Macarons wouldn’t have worked in Tokyo. Origami wouldn’t have landed the same way in Paris. And that wasn’t a compromise—it was the point. What mattered wasn’t sameness. It was clarity. By holding the idea steady and letting the execution flex, we built experiences that felt local, human, and unmistakably Figma.

That’s the real challenge for global teams: not scaling a format, but scaling an idea—and letting it have some fun along the way.