What’s Pop up Retail?

14th May 2009..

 

Marketers and property owners are merging their creative talents to come up with temporary stores that connect with shoppers, create buzz for products and occupy otherwise unused space.

Target, the US-based discount-chic franchise is considered by many to have led the way and is referred to as ‘King of POP-UP RETAIL’. To introduce Isaac Mizrahi’s new fashion design for women, the discount chain opened a 1,500-square-foot pop-up in Rockefeller Center, NYC. The glossy store was opened from 4 September to 15 October 2003 only.

These guerrilla projects have been taken the curious allure of pop-up shops, stands, exhibitions, travelling and mobile stores and even popup restaurants to name a few. Airlines, cosmetic companies, high fashion brands, online retailers – All have embraced the idea!

Have a look at what trendwatching.com have to say on POP-UP RETAIL

In the end, all comes down to successful branding. For us, at Underscore, it is all about:

- Increasing the customer’s experience
- New try-out, testing techniques and technologies
- Generating buzz with substance
- Taking inspiration from emerging trends
- Culture
- Creativity

The right retail and brand experience sets a strong, emotional and consistent connection with the consumer.

To find out more about how to give your consumer a better experience, and in doing so increase loyalty to your brand, please get in touch.

Please click here to see some of our work in retail