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Luxury brands create their own pop-up store
It is important to focus on luxury pop-up stores among the different examples of pop-up stores . Luxury brands are also taking the turn of the pop-up store and anchoring it in their retail strategy. From Chanel to Louis Vuitton via Hermès and Gucci, luxury brands have seen pop-up retail as a way to gain flexibility. Thanks to their notoriety, they allow themselves to offer unique and innovative experiences to attract more and modernize.
Brands are showing their creativity and having fun with the codes of luxury, personalisation, gamification and offbeat collaborations.
Discover a selection of pop-up stores from the last 10 years
Hermès pop-up stores
Hermès launches its Hermèsmatic to wash its carrés
Hermès is setting up a "Hermèsmatic" pop-up store in its main Rue de Sèvres boutique in June 2017. To mark the 80th anniversary of its iconic silk squares, Hermès is surfing on the passage of several generations of its silk and offering its customers the chance to come into the shop to wash their squares and give them a facelift. The special feature of this service is that customers can give their Hermès silk scarves a makeover by immersing them in a bath of colour. The services are free and the items are delivered to the customer within 48 hours. The concept has been rolled out in a number of international cities, including Geneva and Singapore.
Hermès "dinners" pop-up store in New York
The Hermès pop-up store called "dinners" in New York was perfectly designed to tie your Hermès scarf! The event took place in October at Columbus Circle, in a mall in the heart of Manhattan. You can discover the brand's various products, some of which are displayed in glass frames like real works of art. There is also a mini amusement park on the 1st floor of the mall.
Dior pop-up stores
Dior on a summer trip to various pop-up stores in Italy
Dior is going on holiday with you in Italy in 2020 with these three pop-up stores! These ephemeral "dolce vita" Franco-Italian boutiques will exclusively present the "Dior Riviera" collection, designed by artistic director Maria Grazia Chiuri.
This is an interesting retail strategy when holidays are a time for hedonistic shopping and city dwellers leave the city for the coast.
Various locations were chosen, including a pop-up store in Capri, at the heart of the Capri Palace Jumeirah. Two other pop-up stores were located in Forte Dei Marmi in Tuscany and another in Cortina d'Ampezzo in Veneto.
Dior sets up two pop-up stores on the Riviera Maya in Mexico
During the summer of 2019, Dior is setting up shop in Mexico with two new pop-up stores in the Riviera Maya. This time it was the Cruise collection that was on show. Tourists from all over the world were able to admire this limited-edition collection designed by Maria Grazia Chiuri.
The first pop-up store is in Cancun, in the Mexican equivalent of Printemps, the Palacio de Hierro.
At the same time, a second Dior pop-up store was unveiled in the magnificent town of Tulum at the Azulik Hotel. The visual decor was inspired by the landscapes of the Riviera Maya, with the presentation of the "J'Adior Tulum" capsule collection. Tourists from all over the world were able to discover their sunny holidays alongside the House of Dior.
Burberry opens a pop-up store in Paris on rue Saint-Honoré
The fashion house Burberry is setting up a pop-up store on the legendary rue Saint-Honoré in Paris. To present the new Spring-Summer 2020 collection, inspired by artistic director Riccardo Tisci, the brand has chosen to create an attractive and original universe. The boutique features pastel colours and a Victorian style of product presentation.
Opening of a network of Gucci pop-up stores
New Gucci Pin pop-up stores from Hong Kong to Paris
Gucci is flying around the world to open its network of "Gucci Pin" pop-up stores, from Hong Kong to Paris. The aim of these points of sale is to offer an in-store design experience with the presentation of exclusive products for 5 weeks. The pop-up stores are named "Pin" in reference to their geolocation points on Google. In order to create an exchange with its customers, Gucci is offering a unique experience based on sharing on social networks (Snapchat and Instagram in particular) and augmented reality in order to create an immersive customer experience. Gucci Pin stores could also be inaugurated on a test-and-learn basis in cities where the brand currently has little or no presence.
Louis Vuitton pop-up stores
The Louis Vuitton pop-up store in collaboration with Kusama's Tate gallery in 2012
Louis Vuitton has developed a capsule collection of clothing in collaboration with Japanese artist Yayoi Kusama. The special feature is Kusama's obsessive polka dot motifs found in the products offered in the collection. The concept store is immersed in a world of polka dots, with an imposing and original décor. Several windows were dedicated to the Louis Vuitton x Kusama collection and visitors were invited to follow the red dots throughout the workshops.
The awaited event at the North Face x Gucci pop-up store
Gucci and The North Face have teamed up to open a pop-up store in New York. The shop features a special front with a logo print including the two brands. Capsule collections and exclusive products are on sale, with the aim of introducing a new style with the fusion of the two brands. Customers will be able to discover this original and luxurious fusion in different cities in the United States.
The Chloé C interactive pop-up store in Asia and France
The luxury brand has rolled out its Chloé C pop-up store for autumn 2019 in France and Asia. The architecture of the outlet, both contemporary and feminine, plays on the materials and square and rounded lines found on the Chloé C bag. The highlight of the store is its vending machine. A real customisation tool, it allows customers to choose leather and metal finishes from a range of options. Chloé goes all the way through the vending machine, and once the choice has been made, the customer inserts a token to confirm her choice.
The luxury brand plays with the codes of luxury and gamification thanks to this device, which has made the boutique so attractive. The BLD agency was also awarded the "Grand Prix Stratégies du Design" in the Retail Digital category.
Off-White launches pop-up store
The ready-to-wear brand Off-White is launching its pop-up store dedicated to accessories on the legendary rue Saint Honoré in Paris in 2020. The accessories showcase will include jewellery with key accessories ranging from necklaces to fine bracelets for both women and men. What's more, the pop-up store will feature a small "coffee break" area inside the boutique to create a warm, visual atmosphere.
