Pop-up stores (named after the children’s books that unfold in three dimensions) were at first the preserve of small, young, agile brands, and appeared mainly at Christmas time. The idea was to set up shops with little fitting-out and little branding, a practical way of clearing stock.

The internet got involved.

But, as in any story that begins in the 2000s, the internet got involved. With the rise of distance selling, big retail brands and luxury houses alike are looking for ways to rebuild the link with consumers. And with pop-up stores, it works!

Take a pretty house with a large garden hidden in the heart of the Butte Montmartre in Paris. It is usually an artists’ residence. The Leboncoin brand took it over in July 2018 by opening its “Villa Extraordinaire”, a place devoted to conviviality and sharing. For the occasion, the 10 rooms of the house displayed objects found on Leboncoin, transformed into works of art by artists. A great way of raising awareness around its credo: everything can be recovered and reused, rather than thrown away.

This year, at the Cercle LeBrun, we hosted Atelier 1664. In collaboration with the brand, our venue was redesigned and decorated around the know-how and heritage of the 1664 master brewers. The garden, the terrace and the salons hosted brewing workshops, talks and a club for dancing. And every Saturday, a barbecue and a table for 16 people to book. In three weeks, the operation welcomed more than 30,000 people.

In early October, it was St-Germain, the first elderflower liqueur, that set up at the Cercle d’Aumale. Cocktail tastings, a Spritz masterclass, a life-size maze, tarot reading in a sumptuous setting dressed by Lola Burstein-Rykiel… fans of this French liqueur were able to enjoy a unique moment, immersed in the Paris of Art Nouveau.

The many advantages of the pop-up store

Today, while the ephemeral nature is still used as a lever to create the event, the appeal of the pop-up store lies elsewhere:

–     Brands create a world around their products. It is an opportunity to re-enchant the shopping experience, to introduce new products through a lighter experience that feeds the imagination.

–     It is the return of shared moments, of meetings and exchanges between consumers, of the pleasure of belonging to a circle of privileged people.

–     It is an opportunity for brands to collaborate with artists, to establish and develop a visual identity, and to prove that physical retail can be just as creative as the web.

–     Through the organisation of activities and workshops, the brand tells its story and communicates the values that drive it.

–     Finally, it is THE unbeatable way to boost your presence on social media.

And for these levers to work, financial and organisational investment is essential. Call on professionals and ensure the success of a marketing operation that will be largely paid back by the gain in awareness and the sales made during the event!