Image by Pantone
The pop-up revolution was ignited by the collision of three things: our love for shopping, a wealth of local creativity, and cheap short-term leases due to the downturn on our high streets.
We saw a plethora of start-up ventures, poor in funds but rich in imagination, bringing their offers to the public fuelled by gut instinct and raw passion.
Soon the big brands jumped on the bandwagon creating a new channel to reach out to shoppers, while for many on-line retailers it has become a ‘must do’ to demonstrate brand personality in a more visceral way.
Image by Tiger Beer
Pop-ups are here to stay because by nature they are a perfect platform to start something from scratch, try something new, reframe your product offer while creating a more intimate conversation with shoppers. Like a kind of retail speed dating where if your offer is not right, you will soon know about it and quick.
However, from the original punk-like DIY mentality (and long may it live), there are some rules that have surfaced. Whether it’s a new or established brand, the savvy shopper quickly reframes their expectations and demands.
Our Top 5 Must Do’s
Be unique, innovative and unpredictable: All served up with as much passion as you have.
Here today, gone tomorrow: Create a sense of urgency to trigger FOMO (fear of missing out).
People want stories: Provide social currency that shoppers can share with their friends and broadcast online.
Fish where the fish are: Pop-up where your audience hangs out.
A peak behind the curtain: A sneak preview behind the scenes, or perhaps a glimpse of what’s to come, all leading to a deeper level of experience that can only be had here and now.