Swedish appliance company Electrolux is commissioning a series of restaurants to temporarily sit on top of famous buildings and mountains in Europe.
Innovation seems to be the pulse of the times, as “new” becomes outdated within a few months. The spirit of coming up with better and edgier ideas to stay ahead of—or create, rather—the game is alive more than ever with the rise of tastemakers and social media platforms. Pop-up retail, also known as pop-up shop or flash retailing, is one of the newest trends, but it seems this one is here to stay as the concept allows for reinvention.
Pop-ups are exactly what they sound like: shops “pop-up” one day then vanish anywhere from one day to weeks or months later. Vendors can range anywhere from e-retailers, up and coming designers to popular brands. They are also a great way to house seasonal stores for items such as fireworks, Halloween costumes, and Christmas trees and decorations. Restaurants are also giving this pop-up concept a shot with places like LTO (an acronym for ‘limited time only’), the restaurant of rotating pop-ups featuring chefs, in New York City coming about. These ephemeral spaces enable companies to constantly create unique spaces to engage customers, adding a level of interactivity. The space could be a sample sale one day or host an invite-only party the next. Consumer exposure is vital to building interest, especially now that communication is so much more open since the rise of social media—acting as its own form of marketing.
Since they have a temporary state this also builds a sense of exclusivity—especially for brands that are geared towards tastemakers and trendsetters. Vacant, the pioneer of pop-up shops announces new store locations through their email database of over 1 million members, and lets word of mouth do the rest. They add to their intrigue by showcasing one-of-a-kind or available in limited quantities products. That’s to say if the items are even for sale at all. There are no price tags to be found as well, adding to the store’s gallery feel.
Gap and Pantone opened up a pop-up shop on 5th Ave in the company’s concept store space. The shop sold t-shirts in a range of Pantone hues.
This trend also gives e-retailers a chance to create some offline visibility rather than just existing in the Internet realm. Back in 2003, Ebay, in an effort to revamp their image, invited six interior designers to decorate and furnish an entire New York City penthouse. The designers had to follow two rules: stay within the budget and only use furniture and décor available on Ebay.com. The results were funky and eclectic, yet chic. All the items featured in the showcase for one week in October 2003.
For entrepreneurs, the short-term store gives them a chance to introduce their brand and what they’re selling. In most cases, the purpose isn’t necessarily to sell products, but to create a platform and buzz for their brand. Major brands use this concept to boost their appeal and test products out by offering limited and exclusive editions, hoping to attract trendsetters. It gives them an edge by adding a sense of urgency and surprise. Pop-shops are even hitting clubs in London. Nissan had a pop-up inside a club in the East end of the city for a new car. They chose the premise because that was where their target market was, which would help create a buzz and spread the words. Brands come up with unique ways to showcase a product to get people to engage with it and share through online through social media, without the company having to do it themselves.
Since the recession, affordable retail space has been a concern for many people starting out, and even for some established brands as well. Getting those spaces filled is another concern. From the landlords’ perspective, they will hold out for long-term leases, but having someone fill a vacant space for a few weeks is better than none. Not to mention, the location seems more desirable and appealing to other retailers if it’s filled even temporarily. This has given the chance for pop-up stores to be located in influential and high-traffic areas. I’ve seen street vendors, perhaps the true pioneers of this nomadic concept, doing this too. For instance, a person who sells Apple product accessories, will decisively set-up right in front of an Apple store. It’s safe to say that business is not slow.
If you ever think that you don’t have a say in what’s being put out there, just remember that companies want to know what everyday people are looking for and doing. Pop-up shops are creating a hopeful ripple effect in an otherwise down economy. With social media platforms and the rise of tastemakers (the influences of today), brands are looking to us more than ever to help create and shape new business models. It generates excitement, and that’s what retailers are looking for. What do you want to see out there?
Author: Katharina Knoll of Behind Foods
