Motorola created a powerful environment that was educational and inspiring. Phones were displayed on red pedestals and tall red fabric panels were among the key elements of the pop-up store that launched phone products affiliated with the high-profile RED program, which raised money for AIDS in Africa. Purchasing customers signed their names on the Wall-of-Fame alongside campaign celebrities. Glass display cases were built in the floor featuring partner products while videos played on large screens, explaining the depth of the campaign. The team transformed empty space into the Motorola RED store in twelve days.