The pop up store represents a retail tool for brands. It allows to test a product, a location, a concept and it increases simultaneously the brand awareness.
The pop up store is the ultimate field to text a brand, a new collection or a product to new market and customers thanks to its limited terms. It is often used to arouse interest on new products and to test consumers feedback. The pop up or temporary store allows to develop a new concept before implementing it on a traditional chain of stores. It is a mix of tools for communication and retail.
Most of brands take advantage of it by placing it in various locations, having different goals, a sign that is a successful and interesting format. For customers it is an opportunity to learn about a brand, in a different key, to live new experiences with a renown brand. The concept of a pop up store is essential for business success, it must hit for originality and express the DNA of the brand. The clear goal rather then the goals represents the starting point to design the concept. Other keys of success are the location, as the place and the building enable to host the pop up store and the duration. Variables such as space and duration always depends on the target.
Case history Paula Cademartori opens her pop-up store in Milan
Interesting the case history of the Brazilian designer Paula Cademartori pop-up store. By now, the brand does not operate on direct stores, but it is distributed “wholesale” in prestigious boutiques and department stores. The pop up store in Milan represents a potential test for new business retail. The opening period of three months can collect data addressed to generate direct boutiques. Noteworthy is also the choice of the location, the Galleria del Toro in Milan, near Piazza San Babila, and to the Fashion District, and simultaneously to Corso Vittorio Emanuele, the popular shopping street with another target.
The pop up store opened on 20 February is dedicated to the spring/summer collection 2017 Paula Cademartori, bags and accessories with exclusive design. The designer declared at the opening: “The direct relationship with the customer is a fundamental step for my work and I look forward to share with them my passion and my inspirations. It will be an important experience for the upcoming development strategy and brand expansion.“
The temporary store spreads on two floors with a shopwindow, and the concept made by the design Studio Ferruccio Laviani. The mix of colors and materials reflects the signs of the collections of shoes, bags and accessories. At the entrance, a custom carpet with a refined inlay work recalling the craftsmanship of the brand. The shopwindow depicts an installation where bags and accessories float and equip the interior layout also, to enhance more the details of the collection. A high-impact concept expressing conveniently the values and the brand identity.
Brand Paula Cademartori
Where | Milan Galleria del Toro
When | from 20 february 2017
Strengthen point | Choice of the location and duration. Design and concept
by AN shopfitting magazine no.138 ©
Francesca Zorzetto
