Pop up hits the mainstream
“Pop up” is not just a concept… and is looking for a place to call home !
From where I sit, watching the spectacular growth and continued popularity of pop up shops, I’m encouraged to see how the “fad” of pop up is becoming much more widely accepted and integrated into mainstream retail… no longer sitting out there on the fringe as a concept (awaiting a stamp of approval). Many corporate brands have embedded pop up in their sales and marketing strategies – and now a major venue has seen the potential of setting aside space for temporary installations.
Last week in Sydney, Central at Central Park opened their new 14,000 square metre shopping mall – featuring a mix of retail, dining and art spaces across 4 levels. Inside Retail reported the development also includes a “pop up gallery for temporary retailers…” I’d say that is great news for central Sydney – a dedicated location for pop up. If the space and installations are managed well, this venue has the potential to become a “destination” – by offering an interesting mix of temporary tenancies, creating anticipation for new stores and events… and of course attracting shoppers to the rest of the ‘mall.
There are several locations within the Melbourne CBD which could (should ?) also consider pop up in their leasing strategies. A few months ago I approached one major development (working hard to fill their tenancies…) with a proposal to incorporate temporary retail opportunities within the spaces available – at least as an interim initiative until all shops are fully let, or perhaps they could take it a step further and integrate “permanent pop up” into the overall philosophy and mix… My suggestion was “… to embrace the potential and establish this centre as THE destination for sophisticated pop up retail within Melbourne… known as a venue for new and innovative (yet temporary) installations. With appropriate marketing support, this could offer a powerful point-of-difference…”
At this time there are only a few Melbourne venues actively marketing their location for pop up, but we don’t see dedicated spaces…yet. I believe it’s only a matter of time before other shopping centres look seriously at the potential of pop up – and integrate temporary retail into their permanent offerings.
Who will be the first in Melbourne ?
Featured image : popUPshopsMelbourne
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