From the temporary bar to the pop-up store and the promotional operation, temporary events let brands strengthen their popularity while accelerating their sales. Discover the methods brands put in place to ensure the success of their initiatives:

How do you arouse the interest of guests or the general public?

The immediacy of a temporary event means success must be there from day one. Whether the event lasts a month or a weekend, immediate success must be guaranteed to reach the goals set by the brand.

To attract as many visitors as possible in a minimum of time or to arouse the interest of invited guests, real thought around the event is needed. For example, you need to define the best period to hold the event, and the season is not the only parameter to take into account. If the event takes place over one or two days, you also need to think about any news that could affect attendance (school holidays, sporting event, elections…).

Event communication and the originality of the temporary event are also essential to its success.

The most eagerly awaited temporary event in Paris in February 2020 is undoubtedly the opening of the souvenir shop Colette at Maison Kitsuné. 3 years after its closure, the concept store continues to fascinate. The dates of the pop-up were not chosen at random, since it will take place in the middle of Paris Fashion Week (from 24 February to 4 March)!

The multiplication of temporary events in Paris

In Paris, not a week goes by without a new temporary event concept appearing!

The end-of-year season is particularly popular with brands for making their products known and encouraging purchase. But it is in spring and summer that temporary events are most numerous. Brands then compete in originality by finding the most beautiful outdoor spaces in the capital.

In winter brands focus more on the product itself, while in summer it is rather the experience built around the product that is emphasised. The multiplication of temporary bars as soon as spring arrives is proof of this!

Among the most popular temporary events by drinks brands are, for example, the Cointreau Show and the Piazza Spritz, which each lasted 3 days. 1664 thinks bigger every year for the organisation of the Atelier 1664 at the Cercle LeBrun, since this temporary bar generally runs from 8 to 30 May.

More than the drink, the brand offers the general public many new activities to make a lasting impression: beer workshops, karaoke nights, DJ sets…

Are brands seeing success?

Brands organising temporary events is beneficial commercially but also in terms of brand image.

Staging the product is essential to boost consumer interest, whether it is a matter of getting people to rediscover an emblematic product or, on the contrary, of promoting a new range. A well-run operation brings great visibility to the brand, strengthens its popularity and may multiply its sales.

To return to the operations mentioned above, judging by the long line on the pavement outside Maison Kitsuné or the crowds at the Atelier 1664, success seems to be there for the brands!

If you would like to organise an unforgettable temporary event in one of our exceptional venues, contact our teams.