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By definition and principle, a pop-up store is meant to be ephemeral. Flourishing in the late 80s and becoming more widespread in the early 2000s , many pop-up store concepts marked the first steps in the history of the ephemeral store in retail. Through their logistical advantages or their creativity and the wow effect they inspire, brands demonstrate originality to stand out and make an impression on consumers.
Comme des Garçons' “Guerilla stores” in 2004.
Japanese stylist Rei Kawakubo, creator of this brand, decided to do her first pop-up in 2004 in a disused place in the city of Berlin. In mind, she had only one goal: to open her pop-up for a maximum of one year and to spend as little as possible on the layout of her ephemeral store. With the idea of making an impression with a staging that was, to say the least, original, the creator of the brand Comme des Garçons dared to go all out and broke the codes of traditional ready-to-wear stores, making it bold. The brand got people talking and caught the eye of the most curious beyond its customers. Also, by standing out and opening her pop-up stores in places far from city centers, Rei Kawakubo wanted to create a meeting , a bit like visiting a museum. She thus opened pop-up stores of this style in major cities such as Reykjavik, Warsaw, Helsinki, Stockholm and Athens.
The Smoking Truck in 2011: the first French food truck
Since its launch in 2009, the concept has proven itself. Very quickly, in 2011, Camion qui fume launched its first food truck , making it the first French food truck. This was a long time coming, as some countries had already deployed this type of concept for 40 or even 50 years. The principle is the same: each dish is prepared in front of us with quality products and all of them cooked on-site . The Camion qui fume's pop-up van quickly made an impact, as people were willing to wait thirty minutes if necessary for the famous burgers. It became like "the first concept not to be missed" in the capital. It brings together "food addicts" of all kinds.
H&M Loves Music in 2013
A free concert , pop-up stores , DIY workshops, food trucks of all kinds, and DJ sets all in one place, free access , and a guaranteed festival atmosphere ? This is the challenge of the H&M Loves Music event, which was launched in 2013. The fashion giant has one idea in mind: to make an impression with the launch of its Divided collection, which is aimed at young people. To achieve this, there's nothing better than bringing them together in a warm, festive place where music and good humor are the key words of the festival. Directly inspired by the very famous American festival Coachella, this first edition took place at La Bellevilloise on May 8, 2013.
Kiabi pop-up store in 2015
The low-cost ready-to-wear brand is taking on the famous Marais district of the French capital. For the start of the 2015 school year, Kiabi aims to "color Paris" and is opening a pop-up store from September 11th to 19th with a remarkably colorful facade, hard to miss! The brand, originally from the north of France, wants to present its new collection through this connected and colorful ephemeral store, including the "I Want It" capsule collection, but also the t-shirt collection designed by the brand's style office; this collection will be very limited. The brand's first steps into digital are taking place here: it offers virtual windows on which customers can color Paris from their smartphone. They can also reserve items via a tablet, "e-reservation." Kiabi offers an immersive experience for the new Kiabi and Kiabi Kids concept stores with "Oculus Rift" reality headsets . In 2015, at a time when digital technology was beginning to gain traction in businesses, Kiabi made its mark by combining shopping experience and technology.
The Magnum pop up store in 2016
Reviving the famous Magnum ice creams is the idea behind this pop-up store located in the Marais district of Paris. For 5 months, surprises and treats will be on the menu. Magnum invites customers to participate in creating their own ice cream according to their mood. A wide range of treats to customize the ice creams is available. Personalization is key, as each ice cream is unique to each customer. And epicureans love that! For a viral effect, the brand has also created a hashtag for social media, #magnumparis. Thus, without realizing it, people are promoting the pop-up, which aims to be a rich and unique experience.
Sources:
Groupaddyby
Compaign
QUALIQUANTI & KLEPIERRE Pop Up Store White Paper
Going out in Paris
archimedespool
Vogue
LSA
