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By definition, the pop-up store is not only intended to be ephemeral but also and above all, original and creative . Surprising your client, offering him a unique moment, making him feel privileged or even creating a memory for him, that is the challenge of the ephemeral. Brands, always more innovative, put a lot on the shape of their pop-up store. This goes through the layout, whether sleek or on the contrary flashy , the consumer wants to find through this, the visual identity of the brand while being surprised.
Traditional in-store pop-up stores
The physical store is surely the format most used by brands. The advantage for brands is primarily financial, since by renting premises, they don't have to invest in a spectacular location. Customers also have their bearings and do not feel overwhelmed by the originality of the layout, which can sometimes slow down the purchase.
Pop-ups in kiosk and truck format
Naturally eye-catching, it's hard to miss a pop-up store in the form of a kiosk or a truck. They do not take up too much space, are pleasant to look at and often practical to move. Regarding the decoration, no need to do a lot since the shape itself of the kiosk or the truck is already decorative enough.
The famous jewelry brand with the swan logo, Swarovski, created in 2012 a pop-up store in the form of a kiosk. For the end-of-year celebrations, the brand wants visitors to discover its new “Crystal Forest” architectural concept Designed by Japanese designer Tokujin Yoshioka, it highlights the infinite possibilities of crystal and the affinities that exist between the brand and nature. Unpublished collections, such as the two SLAKE multi-row bracelets, were born during these three weeks of ephemeral kiosk.
Containers: an original format for setting up a temporary shop
In a real container, some brands do not hesitate to install their pop up. This is a real buzz because it's eye-catching. Allowing to further surprise customers and consumers of all kinds, the pop-up store in a container has a guaranteed effect. And it's a winning bet for the brands which, precisely, bet everything on this “wow” effect. The goal here is also to expand its target and turn to new customers.
In order to promote its new range of products , the computer brand Asus has seen big by installing a pop-up store in the form of a container in the district of La Défense, in Paris. Intrigued, passers-by instinctively stop to discover what a brand of computers can hide behind a custom-made container. Arousing curiosity , a successful challenge for the promotion of its new range!
Setting up a temporary corner shop in department stores
Located in a busy location, the "shop in shop" in a department store is an effective way to promote a new product, for example. It's also an excellent way to test a concept while limiting risk. These mini-boutiques are an opportunity to test before expanding a project to the rest of the network. This busy location can also be a way to build relationships .
This is what the Instagram pop-up store, located at the Galeries Lafayette on the Champs-Elysée, was the subject of at the start of 2020. The brand selected ready-to-wear designers based on their success on the communication platform, Instagram. The opportunity for the head of media partnerships and public figures at Instagram, Guillaume Thevenin, to give advice on how to properly develop his brand on social networks in order to grow his business and promise him correct growth. The objective of this pop up store was to merge the digital world and the physical world.
Shopping malls to launch your pop-up store
A true high-traffic location, shopping malls are the ideal destination to reach a broad and diverse audience when launching a pop-up store.
If you're looking to test a new customer base, transition from online to offline, or try out a product with an undefined target, shopping malls offer the perfect environment. They’re also a great choice because pop-up stores are often seen as events — and that’s exactly what customers love!
The Cabaïa brand makes the ephemeral a real concept. Being a mono-product brand, it is sometimes difficult to seduce a new target or quite simply, to seduce its customers again. To remedy this, the brand has established in its mores: “Each season its Cabaïa” so that its mono product is deployed in multi concept. By testing the concept of a “beanie bar”, the brand saw a success for which it has now developed since now, the brand has gone from beanies to socks and even flip flops!
Set up your own ephemeral boutique in popular locations (bars, restaurants, hotels)
Pop-up stores in hotels
Yet far from city centers, by settling in luxury hotels for example, brands target a certain clientele, thus allowing them to aim just for the brand and afford the existing prestige of the hotel. This arouses the curiosity of journalists and pop-up stores in hotels are very often the subject of many articles in the press . This allows just as much to diversify its clientele since there are many foreign clients in the hotels. They love French culture and are inspired by it a lot, so your pop up should not go unnoticed.
It was during Fashion Week that Maison Valentino settled in the prestigious Costes hotel. The Italian Maison is taking the opportunity to unveil a very limited collection of the Valentino Garavani Rockstud Spike it-bag, (re)imagined by artistic director Pierpaolo Piccioli himself. The brand goes further to retain its customers, by offering visitors to post a photo of themselves at the Valentino pop-up store on social networks , it offers to win one of these limited bags.
Pop-up stores in bars and restaurants
Mixing the spirit of a bar or a restaurant with sales areas makes everything original and allows you to create a real meeting , even an event , which delights visitors. Rather having the impression of spending a friendly moment or participating in a private sale , pop-up stores in bars and restaurants are becoming more and more numerous and continue to attract customers! This also makes it possible to attract new customers , a major challenge for brands!
The young influencer Negin Mirsalehi and creator of the natural cosmetics brand Gisou, made a pop-up store in the famous Angelina tea room in order to promote communication around her products . For this, the tea room teamed up with the designer, who offers honey-based cosmetics, and offered a limited-edition honey-based éclair. Now the young Negin offers her products in many points of sale such as Galeries Lafayette.
Exhibitions
Marketing is a concept that we are seeing more and more in the pop-up market. Considered as true works of art, products mixed with art through their packaging or the layout of the pop-up store , are highlighted in a sophisticated and remarkable way. Making ephemeral in an exhibition, for a brand, is the ideal place to speak and make itself known. Thus giving it a certain notoriety, the purity that art exudes through the product gives it a credibility that customers appreciate.
At the BEL group, the Lab'Bel foundation was created with the aim of supporting and contributing to the development of artistic creation. Every year, it therefore allows an artist to revisit their famous product: the Laughing Cow, but to go further in the concept, the famous cheese brand highlights this limited collection within the Grand Palais. Considered a real masterpiece, the little triangle cheese is a real success!
Spectacular and original installations for its pop-up store
Some brands go even further by making their pop-ups spectacular . Demonstrating innovations , many will play with materials and create optical effects, thus creating a real buzz . If the idea is to promote a product, a range or to raise awareness of the brand, the result is guaranteed!
Unexpected, spectacular, improbable , and yes, the Adidas pop-up store was (and still is) talked about! A giant box of Stan Smiths (the brand's iconic sneakers) appeared on the streets of London in 2014 to launch the return of these sneakers to stores. Close your eyes and imagine yourself in a parking lot in the middle of the city, a giant oversized and hyper-realistic shoe box. Incredible isn't it? Inside, an endless array of Stan Smith. Adidas has bet everything on interactivity thanks to 3D printers. Everyone can customize their laces and they will be printed with one of these machines. Instant and unique , everyone will have their own unique pair. Adidas has won its bet!
