AIRCO’s FUEL STORE isn’t just a concept—it’s a statement.
Inside Manhattan’s Gasoline Alley—once a literal pit stop for fuel—carbon conversion company AIRCO, alongside Mythology and Tall Poppy, has launched a pop-up that asks: what if your local gas station was ready for Mars?
The result is FUEL STORE, a highly designed concept space that makes the case for AIRCO’s AIRMADE™ technology, which turns captured CO₂ into synthetic fuels. In a setting that blends sci-fi edge with real-world urgency, it’s part immersive retail, part science fair—minus the trifold boards.
🚧 The Setup
Gasoline Alley isn’t subtle. It’s a piece of New York history built on fossil fuel. AIRCO’s idea? Flip that story. With chrome pumps, LED grids, and Martian terrain, the store sets a futuristic stage for some very tangible climate tech.
“Our goal is to spark meaningful conversations about the future of fuel,” said AIRCO Head of Marketing Andrew McKechnie.
🧥 The Merch
Tall Poppy created 11 custom pieces across four themes—Air, Land, Sea, and Space. That includes:
- Bomber jackets commemorating the first CO₂-derived jet flight
- Mars-ready workwear imagining life harvesting the red planet’s atmosphere
- Life vests and land-based gear nodding to maritime and surface transport
It’s not cosplay. It’s clever storytelling.
💡 The Message
AIRCO’s tech isn’t theoretical. They’re already partnered with JetBlue, NASA, Virgin Atlantic, and the Department of Defense. Their work targets the 28% of U.S. emissions coming from transportation—and the 2.5% of global emissions from aviation.
“By placing this forward-looking technology in a location historically known for traditional fuel distribution, we’re telling a powerful story about energy’s evolution,” said Mythology partner Ted Galperin.
🛠 Why It Works
It’s not preachy. It’s not polished to the point of unreality. It’s cool, yes—but more importantly, it’s convincing. FUEL STORE doesn’t just visualize a cleaner future. It lets you step inside it, shop it, and think about what comes next.
And sometimes that’s all you need to start a bigger conversation.
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
