Traditional retail may be languishing but pop ups are booming – and popular with all age groups from millennials to Xers to Boomers.
- If you’re in NYC between now and the end of December, check out Gilles Blanchard’s THE FACE New York Concept Store. It’s a very cool collaborative affair hosting Marithe + Francois Girbaud, Bishop Collective, art by Stella Michaels & Zane Fix as well as furniture by Circa.
- Girbaud is using the pop up to re-introduce the brand to the United States.
- Location: 224 Mulberry Street (bet. Prince and Spring).
Another new trend in pop ups is the extended lease e.g. the new Totokaelo at 199 Bowery is doing an 11-month residency.
- The Face New York is doing 2 months.
- The new Vuitton pop up in Brookfield Plaza (see below) is running thru March (almost 6 months).
See more photos of The Face pop up below as well as more late breaking pop up news and examples of best-in-class pop ups from around the world.
The Face New York Pop Up (224 Mulberry Street NYC)
Vuitton Pop Up in NYC in Conjunction with the VVV Exhibit (Source: NY Post)
Can’t believe I missed this. It opened at Brookfield Place on the same day as the “Volez, Voguez, Voyagez — Louis Vuitton” exhibition that I did see. Another trip downtown!
- The 1,800-square-foot pop up carries a curated selection of accessories that can be personalized with hot-stamping. And again, this is a longer-term pop up – runs thru at least March 2018.
- In keeping with the “VVV Travel” exhibition, the store’s façade is layered with travel stickers and the designer’s gold monogram.
Aether’s New Pop-Up Concept Can Be Assembled In Just One Day (Source: Esquire)
Palmer West, co-founder of Aether, set out to make their pop up totally reflect the brand – and while it quickly assembles, it does not feel temporary. (And, btw, I fell in love with this brand back in 2011 when they had an airstream and military style tent set up in my neighborhood for a few months – v. cool aesthetic)
- Aether also tapped Parisian designer Thierry Gaugain to help create a pop-up concept that’s designed to travel wherever needed while maintaining the brand’s minimalist aesthetic.
- The brand’s latest pop-up in New York—the first to utilize the new Aether Outpost design strategy—reflects that mentality. But where is it? Esquire, is that too much to ask??
- Aether has a store at 13 Crosby Street but the only address I found for a pop up will be at the Pop Up Flea in NYC from Dec 8-10. Exact location not readily available. But if you sign up here, you will be sent details closer to the date.
25 Best-In-Class Pop Ups (Source: Small Biz Trends)
The pop-up business segment has grown to be valued at $50 billion in the U.S.
Here are four that caught my attention:
Amazon’s Treasure Truck Rolls Thru America
Amazon operates a small fleet of Treasure Trucks in 18 cities.
- Each truck is filled with one new daily product offering.
- The merchandise offered for sale changes each day, with customers learning what’s inside the truck through smartphone alerts
Handmade Flower Pop Up at Co-Working Spaces
- Posy & Pot, a shop that sells handcrafted paper flowers, hosted a pop-up and workshop at WeWork Moorgate.
Travelling Martini Bar
- Grey Goose creates a unique experience with its “world’s most intimate martini bar” a pop-up bar in a truck.
Halloween Drinks Pop Up
- Unreliable Narrator in California hosted a pop-up with Halloween-themed drink items.
CANADA: Pop Up Trends (Source: CBC News)
Google opened a donut pop up in Toronto while promoting its new smart speaker, the Google Home Mini.
- This is a super cool program in 11 cities in North America.
- I went to the one in DUMBO. Several cities are scheduled for early November (e.g. San Francisco, St. Louis and Madison, Wisconsin).
- Another major trend in pop ups: companies opening simultaneously in multiple locations.
American Express Canada tapped star chefs to serve Instagrammable meals for millennials at a restaurant in Toronto that launched and closed within a week.
Ikea Canada has created multiple pop ups:
- In June, they opened the Ikea Play Café in Toronto where shoppers could sample meatballs, play a giant pinball machine and shop a small selection of kitchen products.
Nestlé Canada hosted several fun pop-ups:
- In Montreal, people could customize Delissio Rustico margherita pizzas.
- In Toronto, they could sample Haagen-Dazs ice-cream flights and ice-cream cocktails during happy hour.
- Later in the summer, pedestrians could stop at a makeshift campground and roast s’mores using Aero chocolate.
- Nestle noted a direct positive relation with sales in the vicinity of the pop-up.
Pop-Ups Find a Permanent Home at the Mall (Source: CNBC)
Simon Property Group, the largest mall operator in the U.S. is working with Appear Here (a global marketplace helping tenants find short term rentals), to unveil “The Edit@Roosevelt Field,” a permanent house for pop-up retail.
- Appear Here has successfully worked with the biggest retail landlords in the UK.
- More than 100,000 brands, including Coca-Cola, Spotify, Kanye West and Moleskine, have used Appear Here to find real estate.
- Some of the first brands to be featured on the Edit platform include Raden Smart Luggage, Vitaly, Rhone, Winky Lux, JARS by Dani and Uprise Art.
Washington Prime Group, another U.S. mall landlord, is finalizing plans to launch a marketplace called Tangible.
- “We take six to eight e-commerce purveyors, some may never want a permanent space, or it may just be a beta test for the next Lululemon,” WPG Chief Executive Lou Conforti told CNBC