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Premium brands pop up, euro-style

 

Some of the world’s premium brands use pop up – to amuse, delight and engage.

The start of 2018 has already seen several interesting pop up stores, in some rather weird and wonderful places ! Europeans seem to be doing most of the good work, featuring high-end fashion accessories… and sports cars.

High up in the French Alps, at an altitude of 2300mtrs, Porsche has installed a “crystal snow dome” – they say it is the “world’s highest pop-up store”^. Although maybe it’s not quite a store, ‘coz it only fits a single item (one Porsche Cayenne – also the hostess and a “Product Genius”). The location is rather remote (even for a Porsche SUV) – components were delivered by helicopter to the top of the Meribel ski slopes, and the car itself was “lifted onto its podium using snowmobiles”. Since installed, the ‘dome has withstood heavy snowfalls, temperatures of minus 25 degrees and 170kms per hour winds… The Porsche pop up is there until 28th April (but visitors can only book an alpine test drive until 9th March)

Tiffany & Co opened a month-long pop up store in Los Angeles last month, leading up to Valentine’s Day – offering “a curated selection” of their customisable pieces (um, that means they can be engraved…), plus home and accessory items*. A free-standing 200sq. foot “Tiffany Blue Box” appeared at The Grove shopping precinct, joining the 2 other Tiffany pop ups already trading in New York City.

French fashion house Celine is renown for its luxurious leather goods and accessories… but not so famous for plastic ! Currently on sale at the Céline x Nordstrom pop up store in Seattle USA (until 29th May) is a plastic carry bag – surely meant as a joke, not a serious fashion accessory ? The bag itself is très ordinaire – made of thick clear vinyl with the Céline logo and a suffocation-warning (keep away from babies and children)… retailing at the Nordstrom pop up for a whopping AU$750 ! The design debuted on the Céline spring/summer ’18 runway last October (was that a last-ditch fashion comment from soon-outgoing designer Phoebe Philo ?)# Céline is part of the LMVH empire of brands – many of which are significant players in pop up…

Another French label with talent for clever installations is Hermes. Last year they launched a series of colourful Hermèsmatic pop up laundromats across the US, UK and Europe. The bright-orange themed stores were lined with washing machines, ready to re-work vintage Hermes scarves. Customers have been invited to bring along their faded Hermes silk, choose from a range of dip-dye colours and walk out with a bright new favorite ! (or why not purchase a brand new favorite in-store ?)~ See the Hermèsmatic YouTube video here !

 

^ source :          Newsroom.porsche.com – Highest Porsche pop-up store

* source :          Forbes.com – Tiffany & Co opens pop-up store in Los Angeles

# source :         Vogue.com.au – Celine is selling a plastic bag

~ source :         HarpersBazaar.com – Hermes laundromat pop up shops

 

Porsche pop up snow dome

Tiffany & Co pop up Los Angeles

Hermesmatic pop up laundromat

Celine plastic carry bag

Hermèsmatic : Retail Pop-up + Dip-Dye Event

 

images :           Porsche, Tiffany, Celine and Hermes web articles

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