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Pop-Up Retail. Transforming shopping into an experience

Posted 02 October Josef Hoccom

We have all seen it, stands in the middle of shopping centres. They always catch our eye because it’s new, even if they are a little ‘meh!’.

Occasionally though, something interesting pop-ups every now and again that really sticks in your mind. These temporary small footprint stands try to entice, excite and expose us to something usually fresh new and inspiring. They aim to make a memory which will, in turn, encourage a sale later. There have been some great pop-up events and here are a few we have found interesting.

Adidas Knit for You (Berlin, 2017): Technology and Personalisation

In Berlin, Adidas opened a concept store with a space that allowed consumers to design their own bespoke garments. The process included using interactive technology in the form of body scans to create the perfect size as well as the perfect design specific to them. This pop-up provides a thought gateway into how brands might approach future retail. It will be interesting to see how technology continues to develop and encourage new ideas within the industry.

 

Source: Design Boom

Depop Selfridges Pop-up (London, 2019): Online Social Brand

If you have heard of Depop then you will know that they are leading the way in the realm of repurposed and recycled fashion. Depop is an app where users upload vintage clothing and create their own virtual shops of items. Now a cult shopping app, Depop is opening its first physical ‘store’ in Selfridges. It offers a rotation of different Depop sellers with curated edits from their own collections. Interestingly, it also features a kinetic rail that shoppers can control, giving them complete availability of items. It also offers a range of events and workshops and has worked with Selfridges to offer products exclusively through the Selfridges website too. This is an interesting way in which an online retailer is engaging with both high-end shoppers and for a brick and mortar store to engage with a younger, online cost-mindful clientele.

 

source: Insider Trends, Fashion United

 

IKEA’s Pop-Up Store (Spain, 2016): Reconnecting with Consumers

IKEA’s 20th-anniversary store in Spain was a great example of a brand reconnecting with consumers. For a week Ikea gave an even more heightened experience with pop-up stores in Madrid and Barcelona. Within the space, exclusive products paid tribute to the Swedish tradition and there were workshops on furniture and home accessories personalisation. This highlights a conscious though of the brand understanding its consumers and reinvigorating itself to remain current within the ever-changing market.

 

 

Coco Café by Chanel (Worldwide, 2017): Luxury Brand

In 2017, Chanel opened temporary pop-up cafes all over the world with the objective to create an immersive beauty experience for its customers. They also served gourmet cakes, pastries and perfume inspired juices alongside mini makeovers, temporary tattoos and manicures. With bright bold pink visuals, the whole set up was to encourage engagement and increase social media presence and coverage for their brand-new beauty and fragrance ranges.

This idea of enhancing the user experience is something many luxury brands already offer, but we are starting to see this filter down to more mainstream retailers. Added value when it comes to the customer experience is really going to drive initiatives within the industry.

 

Source: Go Pop Up, Hong Kong Tatler

 

Levi’s x V&A Museum Store (London, 2016): Institution Collaborations

As part of the sponsorship deal with the V&A. Levi’s created a pop-up shop in the museum alongside the ‘You Say You Want a Revolution’ exhibition. The exhibition and retail space were about immersing visitors in a retro sixties’ aesthetics and the connection with nostalgic brands. This fusion of two respectable entities, within very different industries, benefited from each other’s strengths by drawing in their respected clientele. The museum benefited through creating memorable experiences and footfall numbers. Levi’s gained exposure to consumers that have an affiliation with the aesthetics of the brand and thus converting them into regular consumers.

 

Source: Form Room

 

THE PARK.ING GINZA Concept Store (Tokyo, 2016): Unconventional Spaces

THE PARK.ING GINZA was a concept store set inside a run of the mill Tokyo carpark. With an appreciation for the distinct form and atmosphere of the parking lot, the area was designed to function as a store while remaining in harmony with its surroundings. This idea that retail can be taken to groups of people or areas in interesting spaces can benefit a brand hugely. By choosing spaces that are close to or part of communities that are your ideal clientele, you can provide a contemporary shopping experience that cannot be realised in conventional shop environments.

 

Source: Spoon Tamago

 

Placing these quirky retail spaces within unconventional plots means it reaches peoples comfortabilities and engages with consumers within there own surrounding. Whether brands are relaunching, marketing new products or are trying to connect with end-users through shared experiences. Pop-up events and spaces are a great method of engaging with the human instinct to be curious. This in time will encourage a following which is invaluable to any successful venture.

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