The pop up store is the new great opportunity to make a brand known to a wider audience, whether it is a small or large company. In this way, the company's growth is boosted and it connects with customers in new locations, to test whether the product takes hold and is successful, in addition to generating a bond that did not exist before with the customer. It is an ideal product to carry out a test that minimizes future investments in retail and, at the same time, they act as test benches to see the consumer's response.
For now, the regulations for pop ups are not as well developed as we retailers would like; there is a legal vacuum that makes us depend on the Lease Law and the permission of the Commercial Law. In some countries, organizing an action of these characteristics is easier and more agile, but without a doubt, it is worth it, because it has been shown that, commercially, they work perfectly.
Without a doubt, pop ups are an impeccable marketing action to further expand the reach of a company or brand for a period of time: it is about generating expectations, about being a pole of attraction. To make oneself known through the five senses.
With the skin, the client will be able to check the feel of clothing fabrics or the texture of food. Through sight, the consumer will get an idea about the premises and the aesthetics of the firm. Hearing serves to connect with the client through the music of the premises and the advice of expert sales assistants. Smells are the fragrance that is breathed and how the consumer feels about these new aromas. The sense of taste for gastronomic stores is essential; it is the determining factor for purchase.
Pop ups serve as guinea pigs; they are a test for the future, allowing observation and analysis of everything done during that trial period, from customer reactions to sales quality, in order to improve. Ephemeral stores with great visual appeal and a good marketing investment behind them allow for good returns on investment.
In Barcelona, several pop-ups have opened this summer, some more talked about than others. One of the most commented on has been that of the Chinese clothing brand Shein, in a space in Portal del Ángel that featured makeup activities, tattoos, coffee, ice cream, and even a DJ. To the surprise of most of its customers, after several hours of queuing, the store allowed them to try on clothes on site. When making a purchase, they had to place the order through a QR code that led them to the application. We will never know if it was by mistake, or a well-thought-out tactic to generate headlines.
This is not the case of Nude Project, which for two days showcased its first women's streetwear collection under the name Nude Les Femmes in the heart of the city, on Baixada de Sant Miquel 3 street, with a collection with a sexier style that conveys female emancipation. The brand featured a Nail Art Stand, Dj Set, and live performances. Its founders announced that they will open stores in the near future in some of the cities where their ephemeral stores have been most successful.
If we talk about the luxury sector, Cartier inaugurated a pop-up inside Casa Batlló this year, which was in operation until June, so that visitors to this house-museum could acquire its novelties during their visit. A 300-square-meter space on the first floor of the building with two differentiated areas: one for the sale of the maison's collections, and another, as a cultural meeting point to establish a dialogue between the different sources of inspiration that unite Cartier and Casa Batlló. It was a complete success.
Gastronomy is strongly committed to pop-ups. The popular Bar Alegría, by Tomás Abellán, opened a terrace with this format on the ground floor of The Barcelona Edition Hotel, until the end of September. And they don't only work in summer. Every year, El Palace Hotel de Barcelona opts for them to bring the cuisine of different regions of Europe closer, and it is one of the most talked-about activities in Barcelona during Christmas.
When the cold arrives, El Palace Hotel invites Barcelona residents to Chalet El Palace, a wooden cabin located on the top floor, decorated with skis and red and white checkered tablecloths reminiscent of the aesthetics of the Alps. Diners can enjoy several options inspired by the recipes of this mountain area, such as onion soup or cheese fondue. The experience is accompanied by a market and a cinema screen showing Christmas movies on the same rooftop. A well-rounded action to promote the hotel.