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Lisa Malin, Marketing Manager

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.

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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.

London'd smallest pop-up shop

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.

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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.

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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.

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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.

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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.

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TARGET: WONDERLAND

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?