Page 44 - #184 September 2023

SPECIAL FEATURE - ADAPTIVE RETAIL SPACES

Engaging Retail

While the rise of technology might have made purchasing economical and convenient, but it will never
replace the face-to-face service offered by immersive in-person shopping experiences. Pop-Up shops offer
brands a unique opportunity to connect with customers on a human level and build a network of loyal
and engaged shoppers. Over the coming pages RLI takes a look at a selection of unique examples from
around the globe.

icholas Moore’s article ‘What is a pop-up shop? Everything pyramidal glass cases that sat on chunky plinths. Tall screens displayed
you need to know to try short-term retail’ explains that whilst blown-up imagery of the designs so visitors could take a look at their
Nthe concept of temporary retail spaces has been around for finer details.
centuries, the term ‘pop-up’ retail can be traced back to the late 90s In August last year, It’Sugar opened the doors to its two-storey,
when media entrepreneur Patrick Courrielche ran an event called The 20,335sq ft flagship pop-up store on 42nd Avenue in the heart of Times
Ritual Expo in Los Angeles in 1997. It was a one day event that brought Square. Described as a “candy department store” by Justin Clinger,
together music, food and fashion in a single shopping experience. It’Sugar’s Director of Design, Licensing and Marketing, the trendy candy
Nicknamed the one day “Ultimate Hipster Mall”, it was hugely successful store features an array of innovative sweets, novelty gifts and giant candy
with its mix of retail stores and experiences. treats. Upon entering the store, shoppers are greeted by a colourful
He continues by saying that over the next 20 years the modern pop homage to New York City: a lollipop garden comprised of more than
up retail store as we know it evolved. In the face of the so-called ‘retail 1,000 lollipops, a bubble-gum-blowing Statue of Liberty and a “Big
apocalypse’ and the decline of the traditional retail model, flexible retail Apple” made out of 1 million jelly beans. Unlike its permanent sister
and pop-up stores have come to the fore. location across the river at East Rutherford, N.J.’s American Dream Mall,
The pop-up shop is no longer just a retail trend. It has become a Times Square’s It’Sugar pop-up store will only be in town for a short
staple part of many a retail strategy. From new brands looking to build time. Most It’Sugar pop-up locations generally have lease terms ranging
a name to the already established and even luxury brands, it seems no from 13 to 36 months, according to the company.
area of the retail industry is untouched by the pop-up. At the heart of it, Back in July, Tatcha’s Forest Awakening pop-up, developed in
the success of the pop-up format comes from its impermanent nature, harmony with exclusive retail partner Space NK arrived in Covent
according to Cate Trotter in their article ‘Retail Industry Trends: The Garden to celebrate the launch of Tatcha’s new Forest Awakening Body
Power of the Pop-Up Shop’. Collection. The pop-up ran from 7 – 16 July and the one-of-a-kind,
The article goes on to say that pop-ups are retail sites that are usually immersive greenhouse escape was nestled amid the busy streets of
only open for a short period of time, this can range from just one day London. Situated in the heart of London’s bustling beauty destination,
to many months or even a year, but they have become a way for brands Covent Garden, the ten-day residency aimed to help consumers ease
to keep shopping areas fresh and more vibrant and it can even act as a stress, improve their mood and calm the mind. Guests entered through
beneficial form of experiential marketing, as well as to test new ideas the Garden of Tranquillity, where they could take a moment to relax
and locations. and reset before beginning a 4D Forest Bathing meditation, guided by
Launched last year and open until May this year, architecture studio Japanese Zen monk and Tatcha Well-Being Ambassador, Toryo Ito.
OMA created a pop-up shop for Tiffany & Co. that showcased an This immersive experience blended the visuals of the forest with the
assortment of pieces from the jeweller’s 185-year history. The pop- calming scents of nature to transport guests to the celebrated hinoki
up was located in the eighth arrondissement and functioned as a cross forests of Japan.
between a boutique and an exhibition, spotlighting Tiffany pieces from Beauty brand Trinny London has expanded its retail offering by
both past and present. Upon entering the store, visitors walked into a opening two new pop-ups in Australia. The company’s latest pop-up
deep-blue rotunda where Tiffany & Co. showcased some of its archival store has opened in Perth’s Karrinyup Shopping Centre while another
jewellery designs. The pieces were presented within wall niches or inside opened in Sydney’s Westfield Warringah Mall. The brand already

Tatcha, London, UK