Retail trend 2026: brand experiences that really make sense.
Retail has become increasingly standardized — and that’s not great news for brands facing consumers who are constantly looking for more unique, memorable experiences. Simply selling products is no longer enough.
That’s where pop-up stores come in: a way to experiment with new formats and truly surprise customers and visitors. In 2025, we saw a surge in café-style pop-up stores (Longchamp with Nestore, Fossil, Carolina Herrera). This approach has proven to be a powerful strategic lever — boosting brand desirability, creating more intimate, experience-driven moments that go beyond the act of purchase, and generating strong UGC (photos, videos, and reviews created directly by visitors).
Beyond the coffee shop concept, what’s the real value proposition?
In 2026, consumers are expecting more than just an Instagrammable latte ☕. According to a study by the Institut du Commerce, 83% of them are actively looking for the unexpected (IFLS-MAPIC study: “Pop-up stores: retail’s new flagship format”).
Today, customers want to step into a story where they are at the center of the narrative — present from the very beginning, driving the experience, and ultimately shaping its outcome.
New Balance x Nestore: turning a pop-up into a running club
New Balance, an iconic brand in the sports and running space, fully embraced this shift by transforming our venue on La Canebière in Marseille into a true “Running House.”
The idea behind the activation? Bringing a community together around a shared passion — running — while going far beyond just the act of running itself.
A 360° experience
Beyond the café, this pop-up featured:
A protein bar–making workshop in collaboration with bAAm! Turning visitors into true brand ambassadors through a hands-on activity. Creating their own protein bars gave participants a strong sense of pride, fully aligned with the values of sport.
Pilates classes: Extending the experience beyond running, in line with the growing trend of multi-sport practices and holistic wellness.
Poster-making to support runners: A way to celebrate sport by putting people at the center of the experience, fostering connection, encouragement, and collective energy.
In short, New Balance successfully tapped into evolving consumer expectations at just the right moment, adapting its offering in a way that truly resonates.
At Nestore, no pop-up project is ever too ambitious. We support brands every step of the way — from concept to execution.
Let’s connect and explore how we can bring your ideas to life ✨
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