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It seems the only pop up is a high-end pop up


A few brave brands launched pop up stores at the end of last year… they were mostly high-end, highly-visual and unique installations.

Otherwise, it’s been pretty quiet for the average, smaller pop ups… it seems many retailers and brands are still too nervous to plan and launch their events, considering the lack of foot customers and a real risk of further lock downs. Apparently the 2021 Christmas silly season was okay, not as frantic as a normal year, but still providing a healthy cash boost for struggling retailers. I had (small) projects in 3 of Melbourne’s largest retail destinations – delivered in readiness for the Boxing Day sales. It seemed like madness, going to shopping centres in the final hours of Christmas trade ! And so I took advantage of the extended days, sneaking into Chadstone and Doncaster around 10pm… the loading docks were blissfully quiet (once I made it through the car park traffic)

Chadstone shopping centre hosted 2 high profile pop up installations at the end of 2021. For just one month (end of October to end of November) Tiffany & Co. caught shopper’s attention with their glittering T Style Studio, immediately outside their permanent Chaddy outlet. The pop up shell was formed by “over 1800 individual handcrafted T shapes with an oak veneer”* – mirroring a bejewelled Tiffany bracelet. The high-end pop up structure took over 4000 hours to design, build and install.*

At almost the same time, luxury Italian jewellery brand Bulgari opened their Christmas pop-up – also complimenting their permanent Chadstone store ! The 30th October – 29th November pop up offered a “curated selection of classic Bulgari designs” with reflective brass showcases, bespoke flooring under a “night-sky inspired backdrop and life-sized Latin lettering of the Bulgari logo”#

Just a week or so after closing Chadstone the same Bulgari installation appeared at Westfield Pitt Street (Sydney), settling in for a longer tenancy. Their summer-long pop up is still on, at level 3 Westfield until 15th February.

Just around the corner in Pitt Street is a Louis Vuitton pop up, finally open in Sydney after a tour which initially took it through Paris, New York and Toyko. LV’s “Walk In The Park” is a temporary residency dedicated to late artistic director Virgil Abloh…. “a three month-long immersion into the Louis Vuitton’s men’s universe through the most coveted designs including the LV Trainer sneakers, sunglasses and accessories”@

Around the globe other brands launched their high-end pop up installations in time for the Christmas season.

Guerlain opened a pop up beauty emporium in London’s West End (Royal Opera House Lane, Covent Garden) last November, running through to March 2022. That is the brand’s first UK installation… to celebrate the launch of their exclusive new L’Art & La Matière perfumery collection.+

Yet another luxury house in the LVMH stable – Dior – commissioned a stunning installation for the Dubai EXPO 2020 (open now, 1 October 2021 to 31 March 2022). The Dior pop up at Jumeirah Beach was created using 3D print technology “using clay, sand and raw fibers.”^ The twin structures took around 120 hours to print – watch the video here : Dior 3D printed pop-up store

Other events to pop up in late 2021 were the Fendi X Skims 19 day store in Los Angeles – a collaboration between Fendi (yes, that’s another LVMH label !) and Kim Kardashian West. And in London’s fashionable Redchurch (east end) Italian luxury brand Bottega Veneta opened a minimalist / industrial pop up store (which closed at Christmas)



* source : / Tiffany & Co. unveils its first Australian pop-up

# source : / Bulgari Christmas pop-up at Chadstone

@ source : / Sydney temporary residence

+ source : / Guerlain opens pop-up beauty boutique

^ source : / Dior 3D printed pop-up store



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