In the run-up to Christmas in New York, several brands have already begun flexing their creative muscles with innovative pop-ups. Stylus selects the highlights.
- Tapping into the growing desire for product customisation (see Product Hubs: Experimentation & Co-creation), US sports giant Nike has opened 340 Canal Street – a pop-up store selling rare sportswear, skateboarding and basketball products. All items can be personalised in an adjacent screen-printing and monogramming studio, staffed by professional artists.
- Japanese fashion retailer Uniqlo unveiled a winter basics pop-up in Manhattan’s Union Square subway station last week. Uniqlo is the second retailer to set up a pop-up shop in the Metropolitan Transportation Authority (MTA) location (the first was an independent magazine retailer). According to the MTA, more “hip and small” stores are planned to follow in 2014. As an extra incentive, outerwear purchases come with a $5 Metrocard.
For more on retailing to commuters, see the Nomadic Retail section in Anywhere Retailing.
- US fragrance maker Juniper Ridge makes its perfumes and colognes in a converted whiskey still using only plants, tree trimmings, moss and foraged mushrooms. It has launched a pop-up store featuring an experiential photo-booth-sized box dubbed the ‘Transporter’ – conceived to transport consumers across the wilderness-based landscapes of the US via the medium of scent.
- French luxury brand Hermes has launched a month-long pop-up called the Silk Bar at Columbus Circle, Manhattan – a branded promotional space bolstering its wider Silk Knots campaign, which already boasts a ‘How to-wear silk’ app. The store, which is styled like an American diner, sits below the Les Jeux d’Hermès playground where visitors can play hopscotch, miniature golf and hula-hooping, as well as display their skills at knot-tying via an Instagram photo booth.
See also Tech-Fuelled Retail (Redefine), In-Store Interactive and The Omni-Channel Store Space (Future of the Store).