Chances are we’ve all picked up a book published by Phaidon and didn’t even realize it. That’s what Phaidon Publishing hopes to change with its pop-up shop on Wooster Street in SoHo where it is testing the New York City market through March by inviting consumers to book-themed events.
Originally meant to stay open through January, the success of the shop has extended the life of the pop-up through March, and ultimately the objective is to keep it open permanently. To make sure book lovers come and check out its 2,500-square-foot shop laden exclusively with Phaidon books, the publishing company has organized special events such as private shopping nights and book signings.
“The pop-up allows us to measure what marketing approaches succeed and what our levels of expectation should be,” Trevor Brown, retail manager at Phaidon Publishing, told Buzz. “It’s not quite good enough to just put books on a shelf, we need to bring them to life as well.”
To bring its books to life, on Dec. 8, Phaidon teamed up with coolhunting.com for a private shopping night that hosted 200 guests nibbling on food taken from each of Phaidon’s cookbooks, including Coco: 10 World-Leading Masters Choose 100 Contemporary Chefs. On Dec. 17, the shop hosted the holiday party for artcritical.com, an online resource for critical thinking and art, and featured a panel discussion led by painter Alex Katz.
“Our experience as a publisher is predominantly selling books to book buyers and other book stores, but now we’re learning who our customers are and how we can talk to them,” Brown added.