Top 10 Industry Trends of 2017
8: You’re where? Creative pop-up spaces
When H&M decided it wanted to showcase an upcoming swimwear line, it set up a pop-up shop on … the beach. Unusual concepts and locations for pop-up shops will continue to make waves this year. Similarly, a Game of Thrones pop-up in Los Angeles was hosted in a shipping container, delivering a gritty urban ethos that mirrored the famous HBO series.
Cayley has seen a large variety of pop-ups in diverse settings from hotels to the street in innovative containers. Years ago the Target Boat even set up a pop-up shop on a boat off of Chelsea pier in New York City. “The idea here is to look at more unique environments that may be on brand for you as well,” Cayley says.
Shopping areas can capitalize on this segment by making room in mall parking lots or even bringing in the uniqueness in other ways through events and plenty of sparkle to really draw the crowds in.