Unlock the New Era of Pop-up Stores

The Immersive Exteriors

Jacquemus stands out as a pioneer in pop-up store design. Known for its sought-after locations and unique offerings, the brand's pop-ups are more than just a place to sell bags or shoes. Founder Simon Porte Jacquemus emphasizes the importance of fun and surprise. "The purpose of a pop-up for me is having fun. It's about an experience that's more than just selling products. People want to have fun and be surprised. They want to learn something and discover things."

Hailey Bieber's rhode is another example of exceptional pop-up marketing. From TikTok-able photo booths to recreating the feeling of walking into a giant stick of blush, rhode's creative strategies have brought consumers closer to the brand than ever before. In today's digital age, a temporary shop front with product testers and a free drink is no longer enough. rhode's continuous success is a testament to its innovative approach.

The Unexpected Locations

In recent years, there has been a trend of using unlikely locations for pop-ups. From corner shops and newsagents to kiosks and pubs, these unconventional spaces have gained popularity. London's beloved Shreeji News, a heritage newsagent, recently underwent a makeover and became home to pop-ups for brands like Jimmy Choo and Valentino.

Owner Sandeep Garg explains, "Brands like Tiffany, Bottega Veneta, Zara and IKEA have used our space and have all found its curation, location, community and feel to be a unique combination. They're able to integrate their brand with these elements and showcase their individuality on a small scale." The visual transformation of Shreeji, designed by Gabriel Chipperfield, has only added to its allure.

The Global Tourers

Food pop-ups are also making a big impact. Take We Are Ona, for example. This design-led food experience travels around the world, creating unique tablescapes and supper club experiences. Founder Luca Pronzato emphasizes the importance of understanding the link between culinary experiences and brands.

"We really try to understand the link between a culinary experience and the brand and [work out] how we can create a souvenir [from that.] We come from the hospitality world but are always very influenced by creative communities. Now we're at the junction between the restaurant world and the event world. Our team is getting bigger, with architects, scenographers and set designers working together with culinary directors, chefs and sommeliers."

In conclusion, the expectations from pop-up experiences are constantly evolving. A run-of-the-mill, temporary shop front is no longer sufficient. Brands need to embrace innovation and create unique experiences that engage consumers on a deeper level.