What initially started off as a concept which offered short term sale space (with a life span as short as a day or as long as a few months), avoiding the need to invest in long- term and often crippling lease commitments, soon became known as the ‘pop-up’ shop and is now set to become a permanent feature in the heart of retailing.
A much-needed way for landlords and shopping centres to occupy otherwise vacant spaces, became the perfect opportunity for ‘start-ups’ and entrepreneurs wanting to create a buzz, looking to expose their business and connect directly with customers. The pop-up, so well received was soon adopted by some of the worlds largest and most influential brands as a part of their campaign or product launch programmes.
Pop–up shops also proved to be the perfect vehicle for seasonal products (Christmas shops, Halloween shops, swimwear shops, etc..), as the ‘ newest shop in the block’ with their short term existence they often created an air of urgency resulting in impulse buys. So far so good, for business owners and landlords alike…but how about the consumer?
Well apart from the fact that we all like to see something new and much prefer an open shop to a boarded-up shop, there are definitely bargains to be had. For those of us who find it hard to travel out of town to designated ‘outlet’ centres, pop-up shops often offer a plethora of designer bargains and one-off must have’s. Sometimes, they offer an opportunity to buy unique and individual purchases, which we wouldn’t otherwise come across in our daily commute and as long as we are quick enough to take advantage of them, they can create an enjoyable and unique shopping experience.
Of course it doesn’t stop just there, in 2011 London’s Shoreditch became home to the worlds first pop-up shopping mall - Boxpark. Boxpark mixes local and global brands as well as galleries, cafes and restaurants and is full of London’s East- End attitude and charm. Whilst we can’t all make it to Shoreditch, Boxpark made sure it offered a multi-channel shopping experience so you can to connect to it on-line, make purchases on-line, follow its event its brands, its Twitter updates and its Instagram imagery at the click of a button…. In fact, it’s not just a ‘pop-up’ you can pop in whenever you want and wherever you may be!
Some useful links:
Pop up Britain http://popupbritain.com/
This is Edinburgh, pop up shop campaign http://www.thisisedinburgh.org.uk/
Camden Collective http://camdencollective.co.uk/popupshops/
Nadia Minkoff London is currently participating at ‘Amaka’ pop-up shop until May 31st, The Village, Westfield Shopping mall, Hammersmith https://uk.westfield.com/shop/stores/amakadesignhouse/london?retailer=53009
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