The Permanence of Pop-Ups
Kathleen Sampang
Photo source: Sigurd Larsen
A major movement rooted in the retail sector is the rise and fall of pop-up shops: temporary spaces built strategically and creatively from concept to design, but not built to last. It's an experiential shopping environment on steroids with the intrigue of being in the most unexpected places, the exclusivity of being the privileged in-the-know and the compulsion to get there before it’s all gone. With a DIY aesthetic, a makeshift mentality and the flexibility of not being tied down to long-term leases, pop-ups may seem like a relatively quick fix, but this impromptu environment is no one-time-wonder. A lasting trend that has redefined what it means to deliver ultimate retail experiences, the pop-up shop is making out to be a true star that permanent retail shops can actually learn a few lessons from.
I’ve noticed that while the U.S. recession may technically be over, it’s far from forgotten. Consumers are still careful about their consumption. They, and I include myself in this group, want to be sure that whatever they are buying is worth even more than the money spent. They also want the products they buy to be responsible, sustainable and to stand for something. They want to know the story behind the brand and they want it to be an inspiring one. Story-driven consumption has been replaced by consumption driven by necessity. And pop-ups are the best models to tell these stories.
What helps pop-ups is that they are more marketing mechanism than sales outlet. They are about getting consumers to buy into the brand, instead of simply getting consumers to buy product. Brands want to connect on a much deeper level with their consumers. They want to share the story of where they came from and what they believe in. Instead of lining the walls with shelves of product, pop-up shops are showcasing the inspirations behind the products. Spaces are becoming museums of a craft, there to educate loyal and could-be customers drawn off the street by the seemingly spontaneous scene. They are gathering spaces for collaborations with like-minds and local partners and for building relationships with communities. Because of their temporary characteristic, the pop-up shop no longer has to be about the bottom line. For the few days or even weeks, they can put the sale aside and focus the environment on creating memorable experiences that will get customers to not only purchase goods, but more importantly to believe in the brand and stand by it for the long term.
These days many pop-up shops are hyper retail retreats: exhilarating eye candy, fully immersive, and sometimes, just mind-blowing. Many take a minimalist approach, such as the Zalando Pop-Up in Berlin that’s illustrated above. Others, such as the Uniqlo Pop-Up in New York City, take a more extreme approach – using light and dramatic cubes to create urban landmarks. From over-the-top extravaganzas to crafted little trailers, pop-up shops do whatever it takes to create inspiring spaces that make lasting impressions, in hopes to get the word out and get the shoppers in and coming back for more. Of course this is the overall goal of all retailers, but pop-ups seem to have found success more readily than others. So my best advice is for permanent shop owners to pay attention to what pop-ups are doing – and doing well – because soon they will have packed up and moved on, taking customers with them.
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Kathleen Sampang is an interior designer at Gensler’s Los Angles office. Focused on retail design, she believes that all spaces should be inspiring and tell a story. Contact her at kathleen_sampang@gensler.com |
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