“The Everyday” pop-up store appears to be the consumer’s average department store at first glance. The everyday items are sectioned off by department just as they usually are, but on a smaller scale so that it may also be executed as a storefront pop-up in cities.

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It would appear completely unbranded until consumers discover its twist: something slightly off about each of the items, making them difficult to use. Pots and pans are extremely heavy, and handles are crooked or oddly-placed, posing the same struggle for the average person that someone with RA faces using normal items. Beds in the home section are too high and difficult to get onto, or slightly slanted and rock hard when you test them out. Toilets in the bath dept. are awkwardly too low to comfortably sit on, laundry baskets are ridiculously heavy, and shoes in the clothing dept. are impossibly knotted and hard to put on. Clothes on display are weighted when customers attempt to pick them out or try them, causing the consumer the same difficulty that a person with RA faces while getting dressed. 

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As consumers try to figure out what’s up with the merchandise, a tag on the items, such as a heavy pot with misplaced handles, reads an example like this on the front: “The price of this kitchenware costs you the same struggle that normal kitchenware poses for someone who has Rheumatoid Arthritis.” With this copy on the back: “Think it might be difficult to cook with this pot? This is the everyday struggle that people with RA face while going about their routine, using normal items. X% of people in your city suffer with RA; visit the register on your way out to learn how you can help make a difference in their everyday.” Insight into how the everyday struggle that RA patients have with basic routine causes them to feel like a constant burden on their loved ones would be emphasized. Consumers may also purchase the items to raise money for
RA research.