The Rest Room

The Rest Room by Thinx was a holiday pop-up shop that imagines a world without a stigma around periods, launched alongside their latest TV campaign.

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Thinx approached Placeholder to create a fresh, bold, and meaningful concept for their pop-up shop — something, in other words, that dovetailed with their brand and mission. We conceived of the "Rest Room" as a comfortable space for people with periods. Too often, we force people to talk about periods in hushed tones and only acknowledge their existence behind locked bathroom doors. So, we flipped the stigma by creating a space where people could be candid about periods, learn about them, and of course, purchase the Thinx products that literally make a period more comfortable.

For this project, I worked with Sho Shibuya to create the concept, give it a name, contribute words and ideas for some of the store signage and collateral, and wrote a little manifesto to put a bow on the whole thing.

I’m proud to have worked with Thinx to help end the stigma around periods that hurts the sexual and mental health of people worldwide, and grateful for their willingness to continue pushing the envelope.