This week we spoke with journalist Courtney Subramanian of Fortune.com about the growing trends of pop-up retail, “a strategy that may not be so temporary at all. “
A few key highlights:
"Online there are a lot of great platforms like Gilt or Amazon or Shopify…But we found in the offline world it’s really complicated to grow your business." - Erik Eliason, CEO of TheStorefront
"Inefficiency with the retail market rental process,coupled with an abundance of supply over demand in the real estate market, has created a sweet spot for short-term renting and independent businesses or artists looking to experiment with temporary storefronts." - Alexander Chernev, a marketing professor at Northwestern University Kellogg School of Management
"It’s all about the experiential element and tying it into the physical space," says Melissa Gonzalez, founder of the Lion’esque Group, a brand and pop-up specialty firm. “It allows retailers to really hone in on a message or a specific product.”
See the full article here
In our past posts we have addressed the importance of honing in on the goal of your pop-up shop and focusing your production choices on elements that further those goals with branded design direction.
Taking over a space can feel daunting, whether it’s 300 square feet or 3,000. Having worked with brands to create over 65 retail spaces, here is peek into our recommended DIY App tool kit for tackling some of the technical and creative aspects for building out a pop-up shop.
On the technical side, the first key step is to make a blueprint of your store’s floor plan (interior and window display) and utilizing that to begin sketching a custom layout plan for your retail space. For this, we recommend adding Magic Plan to your DIY app tool kit. This app allows you to measure rooms and electronically draws your floor plan just by taking pictures. You can export the floor plan in PDF, JPG and DXF format or publish an interactive floor plan on the web. Once you have this plan you can more effectively think through your ideal layout for customer flow (a grid, a loop or perhaps free flow).
Play with the space with a larger scale print out and mount it to a cork board. Use thumbnail pins (or tape) to create a mini store model and experiment with placement for your store’s hero focal point, display units or racks, teaser areas and check-out counter.
As you plan out placement, you will also want to be sure to keep in mind elements that tell your brand story. One of the most cost effective ways to begin with branding a space is with paint. Clean white walls are great for retail, however a great way to elevate the branded feel is to add an accent wall. Next in your tool kit, you will want to add ColorSnap.
This savvy app allows you to snap an image you are inspired by (perhaps your latest lifestyle shoot) and will then create a color palette for you based on that image. Once you’ve found a color, you can easily adjust by hue, lightness and saturation. You can get even more ideas with the instant coordinating-color recommendations.
Selecting a palette is just the beginning to telling your story. Whether it’s a seasonal spotlight, a lifestyle message or a behind the scenes look into your design process, be sure to pre-plan an impactful window design and “speed bump” areas throughout your retail store. For this we recommend adding Pinterest to your App Tool Kit. Begin early with creating secret DIY boards for your window and interior displays, and don’t be shy to lean on nature for inspiration for counters, racks and shelving.
Lastly, you will want to be equipped to evenly mount your shelves, photos and signage, so next we recommend the I-Handy Level App
All you need to do is hold your device upright, place the bottom edge of the device on the flat surface and Calibrate. You will look like a true pro in no time!
Store design will always require a well thought out approach and being prepared with a DIY App tool kit is a solid way to start planning your storytelling process.
As we welcome in the warm weather, we are excited to announce our summer Hamptons partnership with the Prince of Scots, a store-in-store concept of modern luxury and curated emerging fashion and lifestyle brands.
To give a deeper insight into the summer hotspot we had a quick Q&A with the Prince of Scots owners, Tim Danser and David Campana:
LG: What marquee brands are currently planned to be sold at POS this summer?
POS: Prince of Scots will be featuring unique American and European Brands. A great selection of Gifts for Him, Her, Home or even you. The curated collection will Include Pull-In From France, McAlson from Belgium, Corgi from England, World Peace Tartan from Scotland, Etro Home from Italy, Gail Toma from Southampton, and a world class home collection designed by Prince of Scots, MYB Textiles, and Kassatex. Prince of Scots will be featured in the Traditional Home Designer Showhouse with our Modern Luxury Lifestyle.
LG: Why are you excited to partner with the Lionesque Group?
POS: Lionesque, like Prince of Scots, is a point of difference in the brand experience. Our goal is to make the emotional connection with our customers and brands where we engage the lifestyle, not just a product.
LG: Can you describe the customer that shops POS, and what they look for?
POS: Prince of Scots is a stand out in the crowd which is hard to do in the Hamptons. Everything we offer has a story. We are not a cookie cutter concept. Our customers shop for something different, something new, and something which makes shopping fun again. Many have called Prince of Scots one of the most beautiful stores in the Hamptons and customers shop for beauty. Beauty is not just the aesthetic but also how it makes you fell inside.
Last summer the POS Garden parties were a unique Hamptons experience. Of note, Hamptons Magazine said “Prince of Scots raised the bar” this summer. From product to social engagement on the brand experience, we are changing the face of luxury in the Hamptons.
For more information on how to book your summer in the Hamptons contact us at firstname.lastname@example.org.
Our guest blogging series on the Shopify Blog with our founder, Melissa Gonzalez continues.
In the last blog we dove into retail design, with tips on how to create an immersive customer experience that really tells your brand’s story from the outside in. Now, in our latest post, we are looking at how to create a marketing strategy to build buzz around your pop-up.
Here are a few key highlights from the article:
Hone Your PR Strategy: "Now, when it comes to targeting traditional media, the key point to keep in mind is knowing what your customer reads, and targeting editors that cover the right beat"
Get Going with Influencer Marketing: “Get started by creating a list of the key target influencers and bloggers you want to see at you pop-up and reach out to them by highlighting different incentiver for them to get involved”
Build Buzz with Social Media: "Social media can feel daunting for a first time pop-up, but just like how you made an editorial calendar for press deadlines, make an editorial calendar for your social strategy with all the social platforms you plan on being active on."
Take to the Streets with Guerilla Marketing: "Create postcards with a clear call to action and coupon code for visiting and place them at nearby outlets with a similar clientele to you target market"
For the Full Story Click Here.
We’ve seen pop-ups utilized in many ways for brands to get the most out of the experience, but the Roger Smith Hotel has brought their own unique spin on the increasingly popular concept with a hotel suite pop-up!
Part of the beauty behind the hotel is that each room is uniquely designed by hotel owner, Suzanne Knowles. We took a moment to chat with Director of Marketing, John Knowles to learn more about what inspires each room design and to give you the inside scoop on the unique pop-up hotel showroom experience at the Roger Smith Hotel:
LG: Everyone always asks, who is Roger Smith. Who is he to you?
JK: Roger Smith is what ever you need him to be. He is creative thinking personified… He is a host here in New York and is interested in how you think. I believe Roger Smith takes many forms and personalities. I am Roger Smith. You are Roger Smith. He is your best self.
LG: What does it mean to have a family owned hotel business in the heart of one of the busiest hubs of NYC?
JK: A family run hotel in New York is a unique experience. There is an awareness and familiarity to the block. To grow up with the business, then to work for the business, and then try to lead the business, the experience of working within a family run business is no picnic. The challenges can become personal as the people you are working with are family. Its a great learning envirnment.
LG: At its heart, the Roger Smith Hotel is a home for the creative and the curious, what are some of the ongoing art series you have at the hotel?
JK: The arts have played a role in the hotels culture for years. The Corner Gallery became The Lab Gallery, and now is a Popup shop used to engage different short term business opportunities. Our spaces continue to showcase art and new shows are always popping up in the Lobby, Lily’s and the Winthrop Room on the second floor. The Artwork of James Knowles has been a staple in the Roger Smith experience for years, with Urban Crystals and Statues in the Lobby and front entrance. Our rooms showcase art and celebrate the creative impulse with its verity of experiences in the rooms. We embrace the arts and those who appreciate them. Current activity in our arts programming include The Window at 125, Art in Lily’s, The Winthrop Room and the Lobby.
Some quick, fun and little known facts about the Roger Smith Hotel:
Kurt Cobain got his first taste of fame in room 506, watching his premier on MTV for the first time.
Jane Goodall, a friend to primates, is also a friend of the hotel and prefers to stay in room 1011.
Jean Michel Basquiat was known to replace paintings with his own interpretations in his favorite room 1306.
The Quick 411:
Daily open house: 1pm - 5pm
Dates: March 31- April 28
Hours: 10 am - 6pm
Scoop: Pop-Up Room 702 is a Double Double Suite at the Roger Smith Hotel