Pop-up store side event: when the store becomes a brand experience
More and more brands are transforming their Pop-up stores in Side Events, combining retail and events to create links. On the occasion of Marseille-Cassis 2025, New Balance illustrated this trend by opening a Pop-up store on La Canebière with Nestore. Far from a simple window, the place has become a space for meeting, workshops and Of sharing, where the brand brought its values to life in ways other than through the product.
Sport and retail: a pop-up store in the heart of Marseille-Cassis
Official sponsor of the mythical Marseille-Cassis 2025, New Balance made an impression well beyond the start and finish lines. New Balance has chosen to extend its presence well beyond the race. Already visible everywhere in the city with its posters and everywhere in Chanot Park, the brand has invested in Pop-up store Nestore On the Canebière, transformed into Pop-up store side event. The objective: Bringing the spirit of racing to life even before departure.
In this place open to all, New Balance Proposed Pilates class, energy bar creation workshops and custom posters to encourage runners. More than just a store, this pop-up has established itself as a friendly meeting point, where the brand preferred Sharing your energy rather than its products, thus strengthening its link with the community running enthusiasts.
The pop-up store side event: a lever for emotional attachment
With this operation, New Balance not only wanted to be visible, but to Make your DNA feel. The Side event retail Has established itself as a emotional extension of the race: a space for exchange, motivate each other and share before the big day. By creating these moments of conviviality, the brand has cultivated a strong sense of belonging with participants and residents. It was no longer a simple marketing campaign, but a human experience, where everyone could appropriate the brand in their own way.
When experiential retail is part of event strategy
This format illustrates a major evolution: the Pop-up store side event is no longer a simple communication medium, but a strategic lever in the construction of the brand image. By choosing a place that is accessible and lively, New Balance has succeeded in connecting two worlds — sport and the city — to amplify its message. This type of device shows how a Well thought-out ephemeral space can become a vector of emotion, visibility and lasting commitment, while anchoring the brand in the daily life of its community.
Organize your own pop-up store side event with Nestore
Chez Nestore, we help brands design ephemeral retail experiences that go beyond selling. Of the rental of spaces in Marseille, Paris, Lyon or Bordeaux, at the design of an experiential universe, we support our customers in the creation of Impactful retail side events, aligned with their identity and their highlights.
👉 Contact us to imagine your Next pop-up store side event and make your brand live in a different way.
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