Blog > The rise of pop-up retail
The rise of pop-up retail
In a generation where brand engagement is no longer just about the final transaction, retailers are competing to stay connected with their audiences through both online and offline channels, whilst also being required to create immersive experiences and unique customer journeys.
It’s nothing new that traditional retail is being challenged, with online shopping continuously evolving, and brick-and-mortar stores reporting a decline in footfall, brands are constantly looking for new ways to stay ahead of the curve.
Temporary spaces, experiential marketing
The pop-up world, which is reported to be a £2.3billion market enables vacant or derelict spaces to be revived through creative installations that generate interest and increase foot traffic.
With landlords being more willing to engage with short-term leases, pop-up stores are a fantastic way for brands to explore new concepts and products while minimizing loses by an estimated 80%.
From start-ups to global brands, pop-up stores take many forms including stalls and containers, through to kiosks, vacant in-store spaces, and even travelling mobile units that offer unique experiences only available in one place for a temporary period; creating a sense of urgency and fear of missing out.
Pop-up shops are a way to test retail environments and new products while redefining in-store experiences that align with the brand’s values, and to create more intimate relationships with consumers.
Timex Pop-Up Event, BEAT London.
Redd Retail Group completed the manufacture and installation of the Timex Beat Event which offered a sneak peek of the brands SS18 40th Anniversary Easy Reader Collection.
The late-night event was held at one of London’s top art and music venues, Beat nightclub, formerly known as the Speakeasy Club, which has been home to musical icons including Jimmy Hendrix, Bowie, and the Sex Pistols.
The unique event, which was complete with a DJ booth and neon-lit walls also included a personalisation table, allowing guests to be able to create their own unique watch through professional engraving, something which is not offered in any of the brand’s established retail spaces.
DuFa Pop-Up at Pitti Immagine Uomo, Florence
Held at the Fortezza de Basso exhibition centre in Firenze, Italy; Redd spent the weekend at the venue completing a temporary installation for DuFa.
Pitti Immagine Uomo, which is held twice a year in Florence, is a world-renowned platform for launching men’s clothing and accessories collections. Attracting brands from all around the world, the show is home to several prestigious designers.
Designing the booth to be in-line with the brand’s corporate guidelines, Redd opted for a simplistic satin white stand and focused on visual details to catch the eye of visitors.
Redd, who has a long-standing relationship with Solar Time, have completed a range of projects for their brands over previous years; projects of which include installations for BaselWorld, JCK Las Vegas, Shenzhen Watch Fair, and the Hong Kong Watch & Clock show.
Henry London, Trafford Centre.
After working with Henry London on launching their first ever in-store displays, Redd were excited to work with the brand to open their standalone store in Manchester’s Trafford Centre.
The pioneering retail concept was designed to allow customers to visit the store and see the physical product, as well as allowing the brand to learn more about their audience demographic.
Redd designed each element of the store and completed the manufacture and installation of the furniture, complete with a personalisation station and high-quality graphics.
Timex at Boxpark, Shoreditch.
Redd also worked closely with Timex to design, manufacture and install their pop-up event at Shoreditch’s Boxpark.
As part of their partnership with Twisted Time, the five-day event showcased specific lines from their SS16 collection and allowed customers to purchase the watches ahead of their official release into retailers.
Redd designed and provided the brand with bespoke furniture including wall bays, museum cubes, promotional tables, and other various accessories and graphics.
Dartmouth Brands at BaselWorld, Switzerland.
After designing, developing and manufacturing the Dartmouth Brand’s debut exhibition stand at BaselWorld in 2016, Redd were tasked with doing the same for 2017.
Each display was designed and considered using materials that replicated the brands inspiration.
AVI-8 display was designed and manufactured in conjunction with the brand to suit their aviation-inspired watches. Aluminium panels were riveted to a wooden carcass and finished with glass showcases and LED lighting.
James McCabe was constructed from real wood, which was stained and lacquered to emphasise the grain. Other elements included distressed brass logos, clear fabricated showcases, and warm white LED lighting to achieve a rustic look.