here today, gone tomorrow

In the Apprentice last night contestants had to create their own pop-up shop fashion experience – the branding of the shops was not great, but nevertheless it occurred to me what genius concepts pop-up stalls are.  Although the idea is that pop-up stalls appear unannounced they involve a lot of planning, a kind of strategic spontaneity, with most appearing in urban areas.  It is an interesting idea, to create a one off experience that’s there for one day only, where customers and brand benefit.  The spaces create a buzz and excitement around a brand and consumers are left with a lasting impression.  Customers feel added value from taking part in an exclusive and unique event, of which most involve free giveaways. 

The pop-up shop concept has many benefits ;

-              a unique experience can be created for the customer

-              they are intriguing with a novel nature and grab attention if branded well  

-              they are flexible on location- you can set up pretty much anywhere  

-              brands can be creative with the empty space

Company Space Buster host pop-up events

Pop-up shops are becoming more popular than ever, Gordon Ramsey in his current TV series this week proposed that his contestants generate a pop-up dining event and Compare The Markets Alexander used the method to promote his autobiography last week.   The stalls can come in a variety of forms such as buses and warehouses and have formed restaurants, hotels, bars & gyms.  Comme des Garçon the fashion label was the first to come up with the idea in 2004, then branded as guerilla stores.

Pop-up shops are similar in idea to Flash Mobs, where large groups of strangers suddenly come together in a public space, perform an act then disperse back into their surroundings.   T-Mobile is a brand who has become synonymous with the concept and the marketing method was also used in Jamie Oliver’s American Food Revolution TV series a few weeks ago.  Flash Mobs initially were a form of performance art but recently are used as a marketing technique.   The term came from Smart Mob, a communication technique which aimed to change the way people share information.   The Pillow Fight Flash Mob is the largest Flash Mob to date, where 25 countries took part in the event, gaining more interest than the London Underground silent disco attempt in 2006.  Germany has banned Flash Mobs referring to them as a form of industrial action.

My favourite thing about both concepts is you feel part of something that few know about, the stir they cause and then their disappearance the next day, almost as if they had never been there.