Le blog de Nestore

What is a pop up hotel?

Claws are installed in such a way ephemeral in hotels. As did Tara Jarmon at the Ritz last year, or Ba&sh at the Royal Manceau, or even Valentino at the Hotel Costes for Fashion Week. Le Meurice has even established “M-Days” for events such as Mother's Day or the end of year celebrations where the hotel welcomes creators in a dedicated space.
And right now, you can find La Double J at Bristol, the La Double J label, which we will tell you about later in the article.

We know it, thelocation is a key success factor in the creation of the pop-up store.

But then how can we explain that brands are turning to hotels that are by nature rather away from the shopping streets?

One of the advantages is to Arrange the setting and decor of hotels. When it comes to large hotels such as Le Meurice, Le Bristol or even the Ritz, brands benefit directly from Prestige of the hotel. Beyond the decor, the brands benefit from Notoriety of these influential places in the capital. Indeed, the events taking place in these big hotels attract journalists and see Flower the items.

Of course, hotels are not necessarily in busy streets, but this is not a necessity since customers are already present in the establishment. When brands choose hotels, it is primarily to reach A foreign clientele which is usually very A fan of French fashion and sensitive to privileges. What could be better for these tourists, who covet their objects months in advance, to be able to touch and buy their French fantasy.

Another part of the clientele is professional and easy. They stay at the hotel for business reasons, and usually don't have time for leisure. Through pop-up hotels, shops will meet them, in their establishment, and will then be able to agree Some pleasures.

When Ba&sh chose the magnificent Palace Royal Monceau in 2018 to set up its pop-up store, it was to, as you will have understood, to meet its customers in the very place where they stay. This high-end brand, which expresses luxury, audacity and femininity, has boosted the daily lives of Royal Monceau and its customers.

Le Bristol has also launched the creation of pop-up stores in its establishment. In its lobby, a space is dedicated to creators. Right now you can find, until October 20, the ready-to-wear brand La DoubleJ. This brand, created by former American journalist J.J. Martin, is a regular fan of the pop-up store concept, but this is the first time that it has set up shop in a prestigious hotel.

The space is rather limited and makes us think that it is reserved only for hotel customers. And you must admit that you have to dare to enter the Palace, a feeling of intrusion can take hold of you, a bit too chic and prestigious for the curious.

But as soon as you enter the pop-up store, you are amazed. Vintage and colorful products from La DoubleJ blend perfectly into the ancient decoration of the Parisian Palace. If you didn't know the brand you could almost believe that it belongs to Bristol, you quickly assimilate it to the establishment.

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And for hotels, it's royal, the arrival of Griffes makes it possible to obtain new benefits and services for their customers. And at the same time, brands offer a modern and chic style allowing Rejuvenate the image of the former Parisian Palaces.

Everyone is a winner, hotels create Experiences in their establishment without real investment, and the conditions for brands are better than in a store and at a lower cost.

The phenomenon of the ephemeral is not about to end at the point where the hotels themselves are becoming ephemeral.

Last summer, the AccorHotels group launched a ephemeral hotel project and have redesigned old shipping containers. And today, by joining forces with Flying Nest, they imagine creating completely ephemeral villages in order to promote new destinations.

But AccorHotels is not the first to launch pop-up hotels. A British company The Pop Up Hotel is already present on the market of temporary accommodations. In particular, you can find them at festivals, corporate events and you can even use them for private events such as weddings. Pretty practical, isn't it?

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