Pop-up store side event: when retail becomes a brand experience
More and more brands are turning their pop-up stores into side events,blending retail and experiential marketing to build real connections.
For the 2025 Marseille-Cassis race,New Balance showcased this trend with a Nestorepop-up store on La Canebière.
Far from a simple retail space, it became a hub for meet-ups,workshops and shared moments, where the brand expressed its values beyond products.
Sport meets retail: a pop-up at the heart of Marseille-Cassis
As the official sponsor of the legendary Marseille-Cassis 2025 race, New Balance made an impact far beyond the start and finish lines. Already visible throughout the city, the brand took over Nestore’s space on La Canebière, turning it into a side-event pop-up store.
The goal:to bring the spirit of the race to life even before the starting gun. In this open-to-all space, New Balance hosted pilates classes, energy-bar workshops and personalised posters for runners.More than a store, it became a warm community hub.
In this open-access space, New Balance hosted pilates classes, energy-bar making workshops, and a personalised poster station to cheer on the runners. More than just a store, this pop-up became a true gathering spot, where the brand chose to share its energy and spirit rather than simply showcase its products —strengthening its bond with the running community.
The pop-up side event: a driver of emotional connection
With this activation, New Balance wasn't just aiming for visibility—its goal was to make people feel the brand.This retail side event acted as an emotional extension of the race. By creating shared moments, the brand strengthened its community bond.
When experiential retail becomes event strategy
The pop-up side event is no longer just a communication tool — it's a strategic asset. By bridging sport and city life, New Balance amplified its message and rooted the brand in everyday culture. A temporary space can become a powerful source of emotion, visibility, and long-term engagement.
Create your own side-event pop-up with Nestore
At Nestore, we help brands design ephemeral retail experiences that go far beyond sales.
From securing spaces to shaping immersive worlds, we support brands through every step.
👉🏻 Contact us to design your next side-event pop-up and bring your brand to life in a new way.
