- Pop Ups That Last
The phrasing ‘long-term pop up’ can almost seem oxymoronic. But trust us, you need to know all about it.
With pop ups becoming more and more integral to many brands wider marketing strategies, pop ups are no longer contained to a two-day activation. Although previously pop ups have been used to solve a variety of brand challenges, such as testing a new location, their popularity has substantially surpassed this one purpose.
Instead, pop ups can now last for periods of 3 months, to 6 months, to 12 months and beyond. The online make-up retailer Glossier, for instance, opened a pop up store in London’s Floral Street with the intention of it closing after 2-months. Instead, due to overwhelming interest, the store is set to remain open until the end of this year and is said to be the brand’s most successful pop up to date!
We’ve also seen fantastic results within our own work when using this method. iD Agency designed, built and manage a new concept pop up store for the premium CBD brand Beleaf – owned by MPX International.
The Beleaf Store is located in London's trendy Soho area and provides a premium CBD retail experience as well as a unique platform to educate consumers around the growing, yet poorly understood CBD category. The pop up has been open for 6 months and will continue to keep its doors open in 2020.
The pop up industry is forever changing, and although this can be hugely exciting it can also be daunting. However, as long as brands and agencies continue to educate themselves on the current trends and interests of the public then every pop up stands a great chance of success this year!
iD are experts in end-to-end pop up retail. We manage all aspects of the process – from property search, lease management, creative and design, build and production, operations and logistics, to staffing solutions. If you are looking for a complete pop up solution, then please get in touch!