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Brief Published: 6 Jan 2012

Havaianas Pop-Up Beach

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Renowned Brazilian flip-flop brand, Havaianas, has launched a city-centre pop-up beach in Buenos Aires, Argentina, featuring sand, parasols and loungers, to coincide with the summer solstice.

The company has launched pop-up stores all over the world, most recently in Chicago and Los Angeles, but this is the first time it has launched a pop-up beach outside of Brazil. A second pop-up beach has been proposed for Pinamar, also in Argentina.

Meanwhile, chic hotel collective Design Hotels has gone one step further, launching its very own pop-up resort on a 900m-stretch of beach on the Mayan Riviera at Tulum, Mexico. The idea of a pop-up has certainly evolved from its initial inception, when it was mostly used by retail and hospitality brands to test new markets. Instead, these latest pop-up destinations are innovative marketing tools that seek to provide unusual experiences, rather than simply generating an increase in direct sales.

For more on the most innovative ways retailers are reaching out to new audiences read the Nomadic Retailing report.

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