Stores created with an expiration date or Pop-up Stores, where originality is the key, are the retail trend that is booming again.
The objective of pop-up stores is to generate emotional experiences for consumers with creative and attractive proposals. They are in themselves a unique experience for the consumer. Either with exclusive products or with a specialized treatment that they will not find in traditional physical stores..
The key to the pop-up storesis their Value Added, more and more companies are emphasizing the importance of selling an experience not just a product. In today’s market where competition is so tight, the small details make the difference and these small details are what give the brand the most value.
This tendency to look for Added Value is also present in the Concept Stores, stores that sell products that are very carefully and specially selected because they connect to a general theme, aimed at a very specific audience. But, let’s go back to pop-up stores, this phenomenon that spreads all over the globe. We have selected some Pop-up Stores that have opened in different cities around the planet:.
Dior
For the second consecutive year, the Dior brand installed a pop-up store in Ibiza at the end of June, in the well-known sports enclave Marina Ibiza. In this one are exposed exclusively, until this end of October, the collection of Dioriviera, created by Maria Grazia Chiuri and the men’s collection for the Fall 2020 season by Kim Jones, as well as summer items from the Dior Maison line.
Dior pop-up in the Marina Ibiza sporting enclave
Loewe
Spanish luxury brand Loewe opened two pop-up stores this summer. In July, it did so in the south of France, in the heart of Saint Tropez. A month earlier it had already opened another pop-up in Ibiza, in Marina Ibiza, one of the favorite places for luxury brands. These were the locations chosen to showcase the Paula’s Ibiza collection for this 2020season. Both stores will remain open until this October.
Loewe brand pop up in Saint Tropez (top left) and Ibiza (bottom right) of the Paula’s Ibiza 2020 collection.
Chanel
Chanel joined the trend and reopened its pop-up store on the Italian island of Capri.The Mediterranean setting is the idyllic place to showcase the Spring-Summer 2020 collection, the Paris-31 rue Cambon Métiers d’Art and finally the Coco Beach collection by Chanel. These exclusive designs were available on the small island until early October.
Chanel pop-up on the island of Capri
Burberry
The British brand selected Mykonosas the destination for its pop-up store, specifically in Namos Villageone of the most popular destinations for luxury shopping. Burberry presents the Autumn-Winter 2020 Pre-Collection and TB Summer Monogramcollection. The space open through early October featured a beige color palette with summer hues.
Burberry pop-up in Namos Village, Mykonos
This trend also crosses borders, we are heading to the Asian continent:
Prada
The Italian brand Prada was inspired by water to open its pop-up at the Isetan department store in Tokyo in early July. An LEDS-decorated space with images of seabed and waves to set the mood for the selection of items from the Pre-Fall 2020collection and showcase the Prada “Re-Edition” bag in nylon..
Prada pop-up in Isetan, Japan
Louis Vuitton
Last year, luxury brand Louis Vuittonopened an eye-catching pop-up on New York’s Lower East Side. The neon green spacedisplayed for two weeks the men’s Fall-Winter 2019 collection by Virgil Abloh.
Louis Vuitton pop-up store in New York City
Gucci
Gucci Decor created, in April 2019, the “apartment” a pop-up store in Milan on two floors with a living room, a lounge and a dining room. All decorated with the brand’s signature prints. The collection of furnishing items and furniture was designed by Alessandro Michele for Milan Fashion Week. .
It was complemented by an augmented reality application, through which one could explore historical sites in Milanwhile viewing different pieces of decor on the screen as large virtual sculptures. The users could also try out different pieces by using the app to virtually place the items in their own home. All in all, a fascinating mix of high tech and fashion.
“The Apartment”, Gucci collection of decorative items and furniture designed by Alessandro Michele.
The future of retail is in Value Added coupled with digitization. Increasingly, retailers will have to offer their consumers the experience of buying a product without forgetting the need to have an online presence.
