4 Brands That Made Their Pop-Up Retail Spaces Unforgettable
With the millennialmarket responding less and less to traditional advertising and marketingmethods, experiential marketing via pop-up shops is being leveraged more oftento reach this challenging demographic. At the same time, savvy marketers havecome to realise that, although millennials are the catalyst behind the shift,they’re not the only ones who respond well to experimental marketing.
- 77% of marketers believe their experiential marketing campaigns are a vital part of their brand’s advertising strategy.
- 93% of consumers say live events are more influential than TV ads.
- 74% of consumers agree that live events improve their opinion of the brand or product featured.
- 98% of consumers feel more inclined to make a purchase after attending an activation.
- 98% of attendees spread the word via social media when they visit events and live experiences and 72% of their friends say they’re influenced to make a purchase after seeing that content.
Of course, not allpop-up shops generate the same results. Research has shown that unique andmemorable experiences have a greater impact on consumer behaviour andrelationships, as does including things like demonstrations and offering freesamples. If you’re in the process of planning an experiential marketingcampaign, it’s imperative to utilise the space to its maximum potential andmake it stand out from the crowd. We’ve gathered four wow-worthy examples toinspire you and get your creative juices flowing as you strategize yourventure.
1) Burt’s BeesCosmetics
Burt’s Bees has builta name on developing natural beauty products and recently partnered withmake-up artist Justine Jenkins who is well-known for focusing on ethical andcruelty-free cosmetics. Together, they built a range of specialty cosmetics andneeded to plan a big activation. Their marketing team chose to create a pop-upretail space in London’s Covent Garden and pulled out all the stops.
As one would expect,the design of the retail space incorporated natural elements, such as raw woodand foliage. Displays brought a bit of branding and novelty into the mix;hexagonal or honeycomb-shaped shelving in wood. Visitors were offered colourconsultations and were invited to stop by the photo wall to grab thatall-important social media snapshot, thus providing maximum impact from theshort-lived pop-up.
2) Converse One StarHotel
Emerging for just afew days, the Converse One Star Hotel brought 90s street culture back toLondon. Framed around the urban style of the One Star line, each of the“hotel’s” five rooms offered a unique experience, from the "Step IntoSweetness" themed space decked out in luscious cotton candy through a deepred space with Year of the Dog décor and a two-day Mahjong tournament givingthe winner a chance to square off against Beijing hip-hop artist Tizzy T andsnag a pair of Tizzy T One Stars. Of course, Tizzy T wasn’t the only celeb inattendance. Converse pulled out all the stops by inviting artists from aroundthe globe to perform and brush elbows with attendees. Street artist LeoMandella served as concierge, while A$AP Nast gave limited live hyperperformances in the “Somewhere in Mid Century” room, and top DJs kept the“Laundry Room” hopping until the wee hours.
In addition to dozensof alcoves offering the perfect snapshot and wealth of live entertainment,Converse offered up several workshops and talks for visitors to attend, plushad gift shop with exclusive releases.
3) The Yayoi KusamaLouis Vuitton Takeover
Yayoi Kusama, acontemporary artist from Japan, is well-known for her lively pop art, and isinstantly recognized by her bright red bob. She’s been involved in a number ofinstallations and projects, most of which include zany polka dots andpumpkin-shaped objects. While perhaps an unlikely pairing with the oft-subduedLoui Vuitton, the two came together to craft an unprecedented line just a fewyears back. But, to be clear, the duo didn’t simply craft pop up shops, they tookover Selfridges in London.
The main attractionwas a pop-up retail space which was more like an art exhibit than a store.Picture a white floor-to-ceiling canvas with enormous white pumpkin-shaped orbspieced together in sections spanning the full height, with circular cut-outsfor texture, paired with massive gourd-shaped chandeliers in the same pattern.Then, cap it off with white pumpkin-shaped display tables and red polka dotsacross their bases and the floor. Everything in the shop followed this theme,from the white mannequins bearing large red dots through little red dolls withwhite polka dots resembling the artist, herself. Extreme? Yes, but they didn’tstop there. Louis Vuitton managed to secure every single window the departmentstore had and turned each one into a red and white polka dot craze. Moremannequins and dolls, plus orbs and appendages which resembled octopus armswith polka dot tentacles. Talk about an immersive experience.
4) Canon Portals
Everyone wants thatepic Instagram photo, but few have the skill required to snap it and,understanding the plethora of tools available? Forget it. Besides, smartphoneshave integrated cameras that take the same quality photo without the hassle ofusing a traditional camera, right? Well, not exactly. These are the types ofmyths the pros at Canon are struggling to bust and they may have found a novelway to address it; Canon Portals, a series of pop up shops designed to educateand entertain.
Visitors stopping bya Canon Portals location were offered up loaner cameras as they made their waythrough the space. Each portal gave the visitor a chance to experiment withunique photo ops, like capturing a reflection in a puddle, toying withforeground and background images, snapping from the ground up amid a citylandscape, capturing a wild ride on a magic carpet, and snapping some amazingaction shots in a ball pit. Photo experts were stationed at each portal to walkvisitors through how to use the camera and how to grab the best shots. Not onlydid people walk away with some of the best social media images they’ve evertaken, but also with the knowledge of how to reproduce them and a betterunderstanding of why real cameras do a better job than phones. Visitors wereallowed to take home a handful of snapshots produced by some top-notch Canonprinters and could have their full reel sent to them digitally for easyuploading to social media with the event’s custom hashtag.
Make the Most ofPop-Up Retail Spaces with Popertee
Although the spaceseach of these brands leveraged was different, they made the most of what wasavailable to them and created a truly memorable experience. Moreover, theyextended their reach exponentially by giving people unique photo opportunitiesand encouraging social sharing. You can do the same for your brand. If you’vegot a unique idea for pop up shops, use Popertee’s massive network of pop-upspaces and location intelligence to find the right location for your needs.