From digital to physical: how influencers are launching their own pop-up stores
In the examples of notable pop up stores , it is important to mention the transition from digital to physical influencers. Thanks to the pop up store, these web players are breaking the barrier of digital and social media platforms. Whether for their own brand (jewelry, clothing, etc.) or for a collaboration with a label, influencers come to meet their community.
For influencers who have created their brand following their success on social networks, the pop-up store is a boon to develop their brand .
And for brands, collaborating with an influencer, who has become an ambassador or even a muse, enables them to benefit from the influencer's reputation and communication.
@Chloebbb launches Maison Dorée with a Parisian pop-up store
Influencer Chloé Bleinc, known as @chloebbb on Instagram, created her jewelry brand Maison Dorée , at 5 rue des Blancs Manteaux . To mark the official launch, the young entrepreneur opened her very first pop-up store in the heart of the Marais. Driven by her community of nearly a million subscribers, the store quickly became a resounding success , with stocks selling out in record time. On the decoration side , she partnered with Westwing, and, the icing on the cake, visitors to the Maison Dorée pop-up store had the chance to leave with the furniture thanks to a competition on Instagram at the end of the operation. A successful publicity stunt for Chloé!
Kylie Jenner unveils her cosmetics brand with a New York pop-up
The world's most famous Instagrammer , Kylie Jenner , has unveiled her cosmetics brand in-store. The star launched her pop-up store " Kylie Cosmetics " for the second time in New York after doing so in Los Angeles. Indeed, with her 100 million followers , the launch of her brand was a highly anticipated and coveted event. Inside the pop-up store, we can find cosmetic products ranging from lipsticks to blush.
Léna Situations x Jennyfer: a collaborative pop-up in the heart of Paris
French inclusivity advocate Lena Mahfouf , followed by millions of young people, headlined Don't Call Me Jennyfer . The ready-to-wear brand, adored by teenage girls , launched a capsule collection in November 2020 for 3 weeks in collaboration with Lena Situations. The pop-up store unveiled different spaces such as a universe dedicated to Japan and a cozy space that resembles the Mafouf hotel. The brand was able to take advantage of the visibility of star Lena Situations to create in-store traffic and quickly sell out.
KKW Beauty : thee pop up store of Kim Kardashian
International celebrity Kim Kardashian, unveils her cosmetics brand named "KKW Beauty". To mark the brand's launch, the star decided to create a pop-up store in Los Angeles during summer 2018 with the aim of unveiling her products in physical form. The opening took place in the Westfield Century City shopping center. Kim Kardashian promoted it on Instagram and was able to come physical to share the fruits of her labor. Customers and fans were able to test and buy the products directly, while discovering the exclusive new KKW Fragrance collection in its pop-up store.
Influencer Caroline Receveur launches the pop-up store for her brand Wandertea in Paris
Instagrammer Caroline Receveur opens a Parisian pop-up store to introduce her tea brand in Paris. The pop-up store features an exclusive selection of teas, including a range for pregnant women. In a cosy setting in the heart of Paris's Saint Germain district, customers will be able to try out the teas and take photos!
PopUp Shop Wandertea ©Facebook Wandertea
Immersive pop-up store: when rap is experienced differently
But influencers aren't the only ones opening their pop-up stores. Rappers are getting in on the act too!
Let's start with the biggest seller in French rap , JUL. For the third time, the so-called UFO is promoting the launch of his latest album through a pop-up store in his favorite city: Marseille. Designed to sell his merchandising , his Jul Stores allow him to strengthen the bond with his fans and share his success with them.
Following a collaboration with Le Coq Sportif, Toulouse-based Big Flo & Oli are giving more credibility to their clothing brand Visionnaires. On 1 July, the two brothers opened their showroom at Toulouse airport, in collaboration with the Rose Festival. A seductive operation targeting their international clientele.
As for SCH , he's banking on the pop-up restaurant to promote his latest album. Goodbye Marseille, off to the (real) capital, for one weekend only. In his Parisian pop-up restaurant, there's only one dish on the menu: cannelloni , a reference to his song of the same name. And in the background: his latest album exclusively. A quirky and clever operation, which inevitably draws a crowd just a stone's throw from Bastille.
The promising future of pop-up stores in pop culture
The pop-up store has carved out a niche for itself in pop culture . By offering immersive and unique experiences, it allows artists and brands to connect with their audiences in an authentic and memorable way.
Its success is based on a combination of marketing strategy, creativity and exclusivity, ingredients that promise to make it a must-have in the years to come.
An operation that reinforces the omnichannel nature of a brand or a work. It's also a way of giving the brand greater credibility, by bringing together its entire community and proving its reputation.
The future of the showroom is promising and opens up a host of exciting prospects for all brands, pop-culture or otherwise. Whether they're looking for renewal or an authentic connection with their customers.
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