Is pop-up a new trend or a modern strategy – or both ?
Can pop-up shops be trendy and strategic ?
A Brisbane-based architect predicts that “pop-up shops will soon phase out big box shopping malls… with people seeking out trendy alleys, market-style streets and similar dynamic spaces to shop and socialise”#. Michael Raynor has been quoted saying “that people today prefer dynamic spaces over static environments for work as well as leisure; change is something that holds their interest, which is reflected in the popularity of the pop up concept.”
As an example Mr Raynor described Brisbane’s Fish Lane precinct – as “a constantly changing alleyway… decorated with vibrant street art, restaurants, bars and cafes, pop-up food events, street dining, and small boutiques, all combining to give the visitor an eclectic and memorable experience.”
The “top architectural trends for 2018” article goes on to say that “developers are now reimagining their mall spaces by removing walls and ceilings for a more alfresco experience, merging the indoors and outdoors using gardens and green elements… Even workplaces are redesigned for occupants to engage better with the world outside. According to Raynor, the seamless connection between the inside and outside that symbolises the typical Queensland home is now being adapted into the commercial space.”
Oh, that same article also predicts that the grey / charcoal shades favoured by developers in recent times will soon fall out of favour – “though the colour trended worldwide last year… it was not suitable for Queensland’s sub-tropical climate as it absorbed heat and faded over time.”
Probably around the same time that charcoal grey was popular – in early 2017 (???) – a commercial real estate blog site described pop-ups as “an essential part of the modern retail strategy”.* The jllrealviews.com article pronounced “once a novelty concept, today pop-up stores are a firm fixture in shopping centres, transit hubs and markets – in fact, anywhere with a high footfall… They’re no longer the preserve of start-ups and boutique retailers. Big name brands are now harnessing the power of pop-ups to enhance brand awareness, boost seasonal sales and target new markets.”
JLL’s Director of London retail Duncan Gilliard said that “pop-ups are frequently used to engage customers in unique and experiential ways…Creating such immersive and interactive experiences can convert casual visitors into long-term customers.”* He also said they’ve been “seeing pop-ups used as a key part of an omnichannel marketing plan… brands are realising that they need to harmonise the digital and physical. If someone has a good brand experience in the real world, they’ll buy online.”
Mr Gilliard concluded “now that so many big brands are embracing it, the pop-up has hugely improved in quality and creativity in the last 10 years… I believe the format will continue to move in that direction.”
So… can pop up shops be trendy and strategic ? Yes, of course (they’re not exclusive concepts)
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