Just got back from New York! We were there working on production for Gap’s White Space concept store. Every month A Squared Group helps Gap transform the storefront adjacent to the flagship at 54th Street and 5th Avenue to showcase hot items, limited edition clothing and unique partnerships with other hip companies. In the past, the White Space has hosted a (PRODUCT)RED pop-up, domestic Collette store and custom t-shirt shop.
January is all about color in the white space! To bring shoppers some warmth and optimism during the cold dreary days of winter, Gap teamed up with PANTONE to feature an array of t-shirts in 25 trendy colors. The store also features a limited edition t-shirt in Mimosa, PANTONE’s color of the year for 2009. It’s only available in the White Space and until supplies last. A Squared Group was on the ground last week converting the blank space into a virtual painter’s palette of bright, bold colors. The results are warm, modern and clean, just the thing to make you forget that it’s 20 degrees outside!
Pop-up brand experiences are an invaluable opportunity to connect with consumers and build a meaningful connection. A unique, interactive experience where people taste, feel and breathe the brand in a 360° experience, TRENDWATCHING.COM has recognized temporary pop-up brand experiences as a trend being executed all over the world.
Part classroom, part library, part gallery and part retail space, the design of a pop-up represents the juxtaposition of the brand through design, fragrance, knowledgeable staff and product display. No matter the detail, each element is about expressing the brand.
An inviting and easy-to-navigate environment focusing less on an obvious sales approach and more on conveying the brand in a way that resonates with consumers is important to remember. Done correctly, pop-up brand experiences are an outstanding way to generate both brand awareness and revenue. A well organized pop-up retail event can quickly draw a crowd and generate lasting publicity for a brand and its products. A poorly executed event with staff who aren’t knowledgeable about products or a design aesthetic that doesn’t represent the brand can do more damage than good for a brand. It can even cause consumers to stop buying products and supporting the brand.
For an example of a pop-up brand experience, click here to read about the method pop-up shops that A2G produced throughout 2008.
