The whole world took notice recently when Kanye West opened up weekend pop up shops across the globe. It was a true testament to what temporary venues can do and was a smashing success. When people know something is a limited engagement, it creates a frenzy, and consumers rush in to get the goods before they’re gone. Oddly enough, it doesn’t always play out this way, but in an even better way. Some pop up shops are established to test a market before a permanent launch, while others are fully intended to be temporary, but are so wildly successful the creators would be foolish to let go of their spaces when their time is up. Here’s a look at four big brands that have done just this- and with amazing results, too.
1. Veggie Pret
“I can now tell you that we’ve taken the decision to keep it open forever,” declared Pret CEO Clive Schlee on the company blog just a few days ago. They initially converted one of their existing stores in London’s Soho, expecting to keep it open for a single month, but the overwhelming response made them think twice and they left it open for the summer. “We had expected sales in the shop to decline as a result of the pop up,” said Schlee. “After the massive hype of the first few weeks, sales at Veggie Pret are still well up on where they were before the conversion.” Not only have they decided to continue with their veggie-only offerings at this location, but the company is actively looking for a second location in London to launch a similar store.
Google made headlines in 2011 when it joined forces with Currys and opened a pop up shop within a London PC World. The initial venue had very little stock, but it generated enough interest that Google came back at it a few years later. Their latest venue has become a permanent fixture in the same location, featuring all sorts of things, from a massive doodle wall to an immersive map adventure, and classes that teach people how to use Google products.
3. Daniel Wellington
Luxury watchmaker Daniel Wellington settled into a small shop in New York’s Soho area, expecting to be there for a brief stint from March to May. Although the company hasn’t issued a public statement, or even confirmed their intentions, the building’s landlord opened up to Commercial Observer. He confirmed that DW signed a five-year lease, paying nearly $625 per square-foot to hold their spot.
When Japanese brand UNIQLO prepared to launch in Manhattan, they tested the waters with a series of oddly-shaped pop up shops all over Byrant Park. The tiny spaces looked like blocks of ice, stacked into cubes, and drew a lot of attention. This gave them the opportunity to test the market and get New Yorkers excited about the brand before they launched their massive 89,000 square-foot space on Fifth Avenue.
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