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teaser tales

Over the past few weeks there’s been news of major retailers getting into the swing of pop up…not just your usual marketing exercise but actually trading with a purpose… These brands are taking the concept of “temporary” to launch or promote something bigger – the imminent arrival of a permanent store, or a whole new generation of product. I’d call these the “teasers” of exciting things to come….

In San Francisco UNIQLO (843 fashion stores in Japan plus 275 stores in 13 other countries, but not in Australia… yet) launched a pop up shop to celebrate the imminent opening of their new multi-level store (their first for west-coast USA). The pop up opened in mid August, running through to 23rd September

Across on the east coast, UNIQLO did it again and opened a “Pop-Up Cube” in the food court of Westfield Garden State Plaza earlier this week – on for just 4 weeks, as a preview to their permanent store opening in the same centre late September

In New York City Nordstrom has taken over 5,500 square foot of it’s Treasure & Bond concept store for the “GQ & Nordstrom Men’s Shop” – open from 6th to 16th September only…. to offer a taste of what might come in the new flagship store opening in 2018 !

This week in Exeter, United Kingdom, John Lewis will open a 1,200 square foot pop-up shop as a “sneak peek” of what will come when the store opens a new flexible-format (65,000 square foot) department store on 12th October. The pop up shop will feature fashion, beauty, consumer electronics, and home products… but also act as a Click and Collect hub for the 200,000 products available on-line at

And for a slightly different approach, Microsoft will retail their new Surface tablets through a chain of pop up stores across the USA. In addition to the 20 permanent Microsoft US stores, there are around 12 additional, temporary shops due to open around October to mid January 2013 (catching the year-end holiday season – and Christmas !)


featured image : Microsoft Surface tablet, image by




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