Pop Up

I'm sure you've heard the catch phrase "Pop Up shop". It's huge at the moment and as a retail designer I love the endless avenues this type of "store" offers.

There's a few different stories of where they originated whether Europe or the US, but you could probably argue they have been around for centuries from the days of the Souk markets or earlier. 

I've heard some stories of very clever pop up stores targeted to the men's barber market. One company that is now a highly successful men's barber product brand started off by taking the authentic barber chairs into department stores and other larger shops and doing men's cuts and grooming live and demonstrating  their products. 

Another barbering company set up a canvass army tent within a larger shop and decked it out in the way of a traditional war time field barber shop and did their cuts inside.

Pop up is so open to interpretation, whether it's a home party plan business like Tupperware or some of the gorgeous stationery and lingerie brands that also party plan.

The big players are on board too, realizing that markets are changing and they need to evolve to meet their markets.

Pop ups may only last a short time and then re-open at that same venue later on, or move onto another venue altogether. Some may stay for longer depending upon the capital outlay to get there initially.

It's a fantastic way to test the waters with a new product, or a great way to "get into retailing" without the huge cost of fitouts, leases etc.

It's also an easy way to create a physical presence to an online shop.

With some of the clever pop ups the "theatre" aspect alone is worth it's weight in marketing memories.

I love the opportunities with cross promotion between retailers and complimentary brands. 

Around Brisbane I love seeing the people who have embraced this fun and exciting method of retailing. As I recently blogged the Eat Street Markets are one of the best examples on a larger scale, then there is the smaller scale suitcase pop up at the Powerhouse Plaza. 

and a final note..

Happy Chinese New Year!