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By Definition, the pop up store Is not only wanted fleeting but also and above all, original and creative. Surprising your customer, offering them a unique moment, making them feel privileged or even creating a memory for them, this is the challenge of the ephemeral. Brands, becoming ever more innovative, are betting a lot on the shape of their pop up store. This involves layout, whether it is refined or on the contrary Eye catching, the consumer wants to find through this, 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 first of all financial, because by renting a space, they do not have to invest in a spectacular place. Customers also have their bearings and don't feel overwhelmed by the originality of the layout, which can sometimes hinder the purchase.
Pop up in kiosk and truck format
Naturally flashy, it is difficult to miss a pop up store in the form of a kiosk or truck. They don't take up too many seats, are pleasant to watch and often convenient to move. As for the decoration, there is no need to do a lot since the shape itself of the kiosk or truck is already sufficiently decorative.
In 2012, the famous jewelry brand with the swan logo, Swarovski created a pop-up store in the form of a kiosk. For the end of the year celebrations, the brand wants visitors to discover its new architectural concept “Crystal Forest” Imagined by the Japanese designer Tokujin Yoshioka, it highlights the endless possibilities of crystal and the affinities that exist between the brand and nature. Of unpublished collections, like the two multi-row bracelets SLAKE, were created during these three weeks of ephemeral kiosk.
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The container: an original format to create your ephemeral store
In a real container, some brands do not hesitate to install their pop up. This is a real coup of buzz because it's flashy. Making it possible 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 brands that, in fact, bet everything on this “wow” effect. The aim here is also toExpand your target and to turn to new customers.
In order to promote its new range of products, the computer brand Asus has thought big by setting up a pop-up store in the form of a container in the La DĂ©fense district of Paris. Intrigued, passers-by instinctively stop to discover what a computer brand can hide behind a custom-made container. Stimulate curiosity, a successful challenge to promote its new range!
Create your ephemeral store in the form of a corner in department stores
Placed in a place of passage, the “shop in shop” in a department store is an effective way to promote a new product for example. It's also a great way To try a concept by limiting risk taking. These mini shops are an opportunity to test before extending a project to the rest of the network. This crossing point can also be a way to create relationships.
This is what the Instagram pop up store, located in Galeries Lafayette on the Champs-Elysée, was the subject of the Instagram pop up store, located at the beginning of 2020. The brand selected ready-to-wear designers based on their success on the communication platform, Instagram. An opportunity for the head of media partnerships and public figures at Instagram, Guillaume Thevenin, to give tips for developing correctly its mark on the social networks In order to Grow your business and promise it proper growth. The objective of this pop up store was to merge the digital world and the physical world.
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Shopping centers to launch their pop up store
True Place of passage, the shopping centers are the ideal destination To touch a large and varied audience when you do a pop up store. If you want to test a new customer base, Going from the web to the physical or even test a product for an undefined target, shopping centers are an ideal place for this. It is also ideal since the pop up store is often seen as a happening, and customers like that!
The Cabaïa brand makes the ephemeral a real concept. Being a single-product brand, it is sometimes difficult to seduce a new target or simply, to seduce its customers again. To remedy this, the brand has established in its customs: “Each season its own Cabaïa” so that its single product be deployed in a multi-concept. By testing the “hat bar” concept, the brand was a success for which it has now grown since now, the brand has gone from beanies, to socks and even to flip flops!
Create your ephemeral store in convivial places (bars, restaurants, hotels)
Pop up store in hotels
However, far from city centers, by setting up in luxury hotels for example, brands target a certain clientele, thus making it possible to aim just for the brand and to offer themselves the prestige existing from the hotel. This aroused the curiosity of journalists and Pop up stores in hotels are very often the subject of numerous articles in the press. This allows just as much Diversifying its clientele since there are many foreign customers in hotels. They love French culture and are inspired by it a lot, so your pop up should not go unnoticed.
It was on the occasion of Fashion Week that Maison Valentino settled in the prestigious Hotel Costes. The Italian House takes the opportunity to unveil a very limited collection by the Valentino Garavani Rockstud Spike it-bag, (re) imagined by the artistic director Pierpaolo Piccioli in person. The brand goes further to retain its customers, by offering visitors post a photo of them at the pop up store on social networks Valentino, she offers to win one of these limited bags.
Pop up store in bars and restaurants
Combining the spirit of a bar or restaurant with retail spaces makes everything original and allows you to create a real rendezvous, or even a happening, which enchants visitors. Feeling more like having 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 seduce customers! It also makes it possible to attract new customers, a major challenge for brands!
La young influencer Negin Mirsalehi and creator of the natural cosmetics brand Gisou, opened a pop up store in the famous Angelina tea room in order to make communication around its products. To do this, the tea room partnered with the designer, who offers honey-based cosmetic products, and proposed a lightning bolt in limited edition based on honey. Now the young Negin offers her products in numerous points of sale such as Galeries Lafayette.
Exhibitions
Arketing is a concept that we are seeing more and more appear on the ephemeral market. Considered as true works of art, products mixed with art because of their Packaging or The layout of the pop up store, are highlighted in a sophisticated and remarkable way. Making things ephemeral in an exhibition, for a brand, is the ideal place to speak out and make yourself known. Thus giving it a certain reputation, 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 in order to support and contribute 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 work of art, 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 place ephemeral. stellar. Demonstrating of innovations, many will play with materials and create optical effects thus allowing a real boost of buzz. If the idea is to promote a product, a range or to promote the brand, the result is guaranteed!
Unexpected, spectacular, improbable, and yes, the Adidas pop up store was (and still is) talked about! A giant Stan Smith box (the brand's iconic sneakers) appeared on the streets of London in 2014 to launch the return of these sneakers to shops. Close your eyes and imagine yourself in a car park in the middle of the city, a giant box of oversized and hyper-realistic shoes. Unbelievable isn't it? Inside, an endless Stan Smith shelf. Adidas has bet everything on interactivity thanks to 3D printers. Anyone can personalize their shoelaces and they will be printed with one of these machines. Instant and unique, everyone will have their own unique pair. Adidas succeeded in its bet!
