The pop-up industry is in-line to return to prominence this year, after its original popularity spike in 2018 swiftly went away. The idea of a pop-up is a lot more appealing given the current market conditions created by the ongoing pandemic and the sector is set to surge in popularity once again as it provides beleaguered retailers an occupancy solution which suits all parties.
The definition of a pop-up is hard to pin down, because so many different types of brands have used them for a range of purposes. However, this is precisely one of the reasons why their popularity is once again on the rise. They are multi-purpose, functional and offer much more accommodating lease options in the difficult times many retailers are facing in the wake of Covid-19.
Tamra Booth, Managing Director of Sorbon Estates explains that it is common to see a surge of start-up businesses after an economic downturn and retail is no different. Pop-ups provide an ideal opportunity for these emerging brands to trial brick-and-mortar space. It’s a lower risk financial route compared to alternatives like crowd-funding and allows them to build awareness, revenue and proof of concept. “We have seen lots of online-only retailers try out physical stores via pop-ups, with Angel & Rocket being one such success story. There appears to be a real drive even in this climate for omni-channel exposure going forward.
Adding to this, Nikki Baird, VP of Retail Innovation at Aptos explains: “As consumers are spending more time online, getting brand awareness and engagement in the digital world is becoming increasingly difficult, but now smart retailers are taking inspiration from traditional in-store experiences to capture attention. As lockdown restrictions have kept nonessential retailers closed or at highly limited capacity, what better way to meet demand than virtual pop-up shops?”
As the pop-up concept begins to gain new traction in the industry, many new sector trends are becoming apparent. An article from id Agency explains that ‘upside-down retail’ is a concept that highlights how the shopping experience must evolve, with a report from Westfield predicting that by 2025, more store space will be dedicated to experiences rather than products, the retail industry is in essence turning upside down. As a result of this, there is expected to be a large rise in ‘pop-in’ pop-ups. A pop-in is where a pop-up experience activates within an existing store to provide the brand with a flexible and cost-effective method of creating contemporary experiences for its consumers. ‘Ticketed pop-up experiences’ and the popularity surrounding them are continually growing and brands are now challenging the status quo and reorganising their marketing strategies to embrace this change. The iD Agency article goes on to explain that sustainability – ‘the s word’ – is a global trend that also has a place in the pop-up industry as brands and the public look for ways to minimise the damage they leave behind. Finally, ‘pop-ups that last’ is a growing trend, as pop-ups are no longer contained to two-day activations. Pop-ups can now last anywhere from a couple of days to over a year in this ever-changing industry.
According to a report entitled ‘Adapt or Fail’ by Sook, an interesting experiment from Instagram at the end of last year provided the first example of a bricks-and-mortar shop dedicated to eight digitally native brands that owe their success to the renowned social network. The pop-up shop, which was opened in Selfridges department store, housed a selection of clothes, accessories, beauty products and homeware items produced by the eight chosen brands.
After almost a year of worldwide lockdowns, the Gucci Pins capsule campaign was an attempt to draw customers back to physical spaces safely, to experience nature just outside their doorsteps and the feeling of finding something special along the way. The North Face x Gucci collaboration invigorates the retail business to where it was pre-pandemic. Its pop-ups in North America on 6 January this year with locations from the east to the west coast hosted the capsule collection – San Francisco, Los Angeles, Chicago, Brooklyn, and Holt Renfrew Toronto, taken over by The North Face and Gucci’s collaborative designs and retail aesthetic.
World-famous brand Christian Dior launched a series of innovative pop-up locations, which started in Washington DC. Described as “pods”, the pop-up stores were created as modular spaces that interact with their environment. Inside the sites, the design of the stores mimicked the retro-futurism of the products, which are displayed alongside accessories. The installations also featured a five-metre replica of Hajime Soroyama’s feminine robot sculpture that was first created for Dior’s Pre-Fall ’19 runway show in Tokyo that November.
In the French Alps, Porsche has launched the world’s highest pop-up store. The event features temporary test drive centres at the Kaila Hotel in Meribel and Le Yule Hotel in Val d’Lsere, featuring models such as the Macan, the Panamera Sport Turismo, and the all-new Cayenne. For the first time the company has also introduced the “Fun Zone”, a unique downhill experience and an off-road obstacle course on the snow. At the top of the ski slopes at an altitude of 2,300 metres, there is a Porsche Cayenne inside a snow-globe-like-display is lit up blue at night, creating a pop-up experience car enthusiasts can’t miss.
Social media giant Facebook made steps into the physical world when it launched a collection of five pop-up cafes across the UK, and even offered visitors a privacy check-up and a free cup of coffee. The pop-up locations were launched in London, Manchester, Edinburgh, Brighton and Cardiff and were created in response to a backlash in relation to privacy settings, so guests to the pop-ups were offered advice on how to personalise their privacy settings.
Meanwhile in Asia, Coach continues to elevate the experience in the outlet environment by launching an immersive pop-up for its collaboration with Disney in Shanghai – Bicester Village. This time they bring to life the “Disney Princesses” Cinderella, Bella and Tiana. The concept is bright & happy and is meant to transport guests back to their happiest childhood moments. The pop-up plays with iconic motifs like the castles, the flowers and the magical birds. By scanning a QR code guests can enter the world of your favourite princess.
