Fast, fun and spontaneous, pop-ups shook up the retail landscape from the moment they arrived on the scene. Today, they’re an incredibly powerful retail tool, used by both established brands, and up-and-coming SMEs alike.
To celebrate the movement, we’ve put together a list of the best ‘guerrilla’ pop-up campaigns from across the globe.
J.Hilburn creates an ‘experience’
Claiming to ‘revolutionise the way men shop,’ custom clothier J.Hilburn knows that its target demographic responds to exclusive experiences and luxury one-off purchases, rather than whirlwind shopping sprees. When it debuted a pop-up shop in NYC the environment reflected the refined tastes of its customers, with elegant seating that encouraged shoppers to relax, unwind and enjoy the experience.
Billabong ‘Bikini Truck’ tracks down its target demographic
What better way to lure in highly responsive demographics than to quite literally ‘pop-up’ in their favourite locations? When high profile surf fashion label Billabong wanted to make a splash, it pimped up a set of wheels and transformed it into a fully equipped bikini superstore. Kicking off in Australia’s sun kissed Gold Coast, the vintage Airstream hit up beaches across the region, and no doubt sold a glut of bikinis in the process. With live music, giveaways, edible treats, organic ice blocks and fresh coconuts to boot, the entire concept was genius!
Alex Eagle soars with a coveted location
Given the transient nature of pop-ups, scoring a killer location is an absolute must. There’s not always time for word of mouth promotion, so you need to be highly accessible. London-based designer Alex Eagle did just this when she ‘popped up’ at Porto Ercole’s coveted Hotel Il Pellicano this summer. The well-known hotel was the ideal place to debut her eponymous line, and was perfectly placed to attract the attention of her well-heeled demographic.
Luxury men’s shoe brand The Generic Man embraced the same concept when it opened a pop-up store in a Los Angeles branch of Urban Outfitters. By collaborating with such a well-known fashion deity, The Generic Man was able to drastically boost its profile and credibility, with the pop-up having a much higher impact than a standalone store could ever hope to achieve.
Fendi Ginza gets creative
Tokyo is famous for its eclectic shopping scene, and the whimsical Fendi Ginza fantasy playground wholeheartedly embraces this reputation. Set in the heart of one of the city’s most upmarket shopping districts, it enchants passers-by with a neon-lit façade, uncannily realistic 'fur' tree and exclusive access to the latest collections from leading local and international designers.
Reebok gets ‘flashy’ in NYC
Blending fashion with culture, Reebok launched a high energy pop-up store named FLASH in New York City's CVZ contemporary art gallery. Occupying a huge 3000 square feet footprint, the store went down in history as one of the most iconic pop-ups of all time.
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