Pop-Ups

Procter & Gamble Canada recently took a collection of its beauty products off drugstore shelves and featured them in a temporary storefront called the Look Fab Studio. The space which resembled an upscale salon was open in the heart of Toronto’s shopping district from April 13 to May 13 and featured free on-site hair coloring and styling beauty consultations and zones filled with product samples.
 

As part of an effort to reposition the Tweety character as an upscale and fashionable brand Warner Bros. Consumer Products recently set up a pop-up boutique on trendy Wilshire Boulevard in Beverly Hills CA.

After success last year with a touring golf-themed pop-up environment for The Glenlivet brand spirits marketer Pernod Ricard has unveiled a new pop-up initiative for its Chivas Regal brand. The Chivas Studio opened two weeks ago in New York City; following a three-week run there it will pack up and move to Dallas Miami Chicago Los Angeles and Las Vegas.
 

Fry an egg dance a jig or get jiggy with it. It’s easy to burn 10 calories and Glacéau splashed that message all over New York City during its launch of vitaminwater10 last month with pop-ups in Union Square and SoHo. Since New York is home base for the brand launching its newest product there was a natural fit says Eric Berniker senior vp-marketing at Vitaminwater. “New York is where we launched this company it’s where we’re based and it’s our biggest market ” he explains.

The temporary pop-up shop is a successful strategy for many event marketers but there are brands that bet their dollars on permanent branded spaces. What’s the value of a permanent space versus a pop-up? Samsung claims it creates a sense of continuity nearly impossible to achieve with a pop-up. The electronics brand considers its Samsung Experience in Manhattan’s Time Warner Center now in its fifth year to be a destination that regulars return to more than once for the gadgets and cool events.