For January’s Latest & Greatest we’ve focused on recent Pop-Up activity, and given what we’ve discovered, we find ourselves asking ‘Are Pop-Ups here to stay’ … so to speak!
Pure-play brands look to Pop-Ups for footfall and physical presence in pre-Christmas retail rush
In the US Tictail, a designer-led fashion and homewares e-tailer, curated products from around the world into a truck-based pop-up, enticing ‘cultured’ gift seekers.
Meanwhile, on UK soil, ‘In House’ a design studio, created London’s smallest Christmas pop-up store. Products ranging from £1 baubles to £300 limited edition prints were crammed into a 10 sqm space on Redchurch Street.
Take away: Deep dive into your brand, your stories and how, when and where you tell them, could pop-up work as part of your retail strategy?
Have you heard about the rise of the ‘Pop-Ins’?
Areas of popular retailers such as TopShop are being designated as ‘Pop-In’ spaces to hire. The benefit is mutual. Veteran retailers benefit from the ‘event’ of hosting unexpected, emerging talent, and the halo effect of investing in fledglings in the industry.
Meanwhile, the often online only start-ups are given validation through collaboration, they enjoy targeted, guaranteed footfall, exposure and the ability to engage with their audience first hand. This is a win-win formula that looks set to flourish.
A Pop-Up collaboration can share risk and responsibility
‘designjunction’ a London design show and ‘clippings.com’ an online retailer, joined forces for a second time to create the ultimate Christmas shop at Seven Dials, London.
clippings.com provided products and infrastructure, designjunction curated the offering and consumers enjoyed the fruits of the partnership.
clippings.com provided products and infrastructure, designjunction curated the offering and consumers enjoyed the fruits of the partnership. Many online-only retailers may not have the exposure to physical visual merchandising, therefore collaborating with an experiential partner is of mutual benefit.
Take away: Collaborations across categories and cultures are readily accepted by consumers, how could a collaboration help your brand to access new customer segments or leverage new expertise?
Our favourite Pop-Up
‘The Department Store for the Mind’ launched online in November 2015 as “an emporium of beautiful objects for thoughtful people”. They also opened a pop-up shop in Old Street Station near our London Studio and impressed our designers.
Adam Taylor, Senior Designer comments: “I really liked their engagingly honest tone of voice, analogue feel and the minimal but effective use of props and furniture. Sometimes less is more.”
Was ‘Wonderland’ really a Pop-Up?
Target created a 16,000 square-foot “retail spectacle” in NYC’s trendy Chelsea district as a holiday sales driver.
Ten holiday-themed displays offered a personalised digital experience. RFID tags worn around visitors’ necks allowed them to scan their chosen objects and collect their completed order from Santa’s arm at the base of a chimney at the exit.
Sparked your thinking? Why not get in touch with us to talk about how we can work together on your next project?