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Brief Published: 5 Dec 2012

Etsy Xmas Pop-Up, New York


Etsy, the online marketplace for handmade goods, opened its first standalone holiday pop-up store in New York on November 29.

Open for ten days only, the store features an edited collection of products from Etsy’s online community of makers. It follows in the footsteps of other primarily online-only selling platforms, such as eBay and Amazon, by launching a seasonal bricks-and-mortar space.

Nestled in among high-end retailers that include Louis Vuitton and Stella McCartney, the pop-up also offers customers the chance to connect with some of the faces behind the small businesses on Etsy – thanks to a raft of workshops that are taking place within the space.

A roster of Etsy artisans are on hand to demonstrate their craft in-store, complimented by a programme of learning events running throughout each day. Events range from a panel discussion by Five Ambassadors of the New York City Culinary Experience to a workshop on A Brief History of Code.

A sizable wall in the space has been given over to a display of gift inspirations, guest curated by leading tastemakers including author and television personality Martha Stuart and teenage fashion blogger Tavi.

Most items in the store are available to take home and each item is also merchandised with business cards highlighting the seller’s Etsy page.

An additional area has been dedicated to iPads for browsing Etsy.com. The store is also staffed by a team of assistants, ready to usher consumers around both the virtual and real-world shop floors.

For more on how brands across all sectors are turning to product-tainment and artisanal-based storytelling to engage consumers, see Show & Tell Retail: Revealing the Product Journey.

For further information on how to tap into the ongoing consumer thirst for experiences that involve some form of making, see Branded Festival Experiences and the Industry Trend report Consumer Creators.