The holidays are upon us, with brands sharing the joy in the form of festive pop-ups. This year we see more immersive and experimental pop-ups than ever, as brands engage with local culture, inspire play, focusing on giving back and of course, offering shoppers that much-desired Instagram moment.
Brands are encouraging consumers to find delight in sharing, offering playful and exciting narratives around gifting.
In New York, the ‘Chanel N°5 in the Snow’ pop up is open for four wintry days. The highly fashionable space is inspired by the French fashion house’s holiday campaign for No. 5 L’Eau. Guests can find joy in ice skating, feasting on festive snacks, sipping on hot chocolate and take the perfect winter Instagram.
Macy’s x Story’s latest revamped narrative focuses on helping customers make Holiday treats, with card making classes, ornament embroidery and cooking tutorials all available to help shoppers take a more personalised approach to gift.
Louis Vuitton has been spreading the shopping love this season, launching their first gaming collab as well as opening a 3D printed pop up in Sydney. Whether it’s the current Virgil Abloh collaboration in New York or newly revamped London store, Louis Vuitton should be on your store list this season.
Digital companies are opening spaces IRL, giving their communities an opportunity to explore online brands they love.
Thinx is giving shoppers a rest-bite this season, opening The Rest Room, a moment of reprieve from a hectic holiday schedule. The inclusive body-positive brand promises a moment to chill, encouraging consumers to sip some calming tea, and shop their fave Thinx styles and take a moment to rest.
As digital companies are going from clicks-to-bricks, digitally native brand, Tupp, has opened a pop-up in SoHo NYC, educating shoppers tips on how to reduce waste and save leftovers, free cooking demonstration and even instagramable moments.
Cooler than the winter weather, THE ARRIVALS OutThereLab has arrived encouraging consumers to brave the cold and spend more time outside. The futuristic pop-up lets shoppers test out their curated selection of winter clothing, blurring the lines between its visitors and the elements of the outdoors.
Brands are encouraging people to give back this season conscious consumerism and charitable space gaining interest from ethos-centric Holiday shoppers.
Pointing a spotlight on small businesses, Paypal’s tech-infused shop window on Fifth Avenue, lets customers scan QR codes to highlight five independent US brands including toys, confectionery and clothing producers. Mailchimp is also hosting the Mall by Mailchimp, a curated space in Atlanta, showcasing local goods from small, independent businesses.
Designer Shoe Warehouse’s Do Good pop-up allows people the opportunity to donate ‘gently worn’ shoes to people in need, partnering with Nashville footwear redistributor Soles4souls. Educating people on how giving can greatly affect the life of someone, with stats and figures updating with every donation.
Throughout Covid-19, the beauty industry has stepped up for its community and will continue to forge forward and reimagine the way we connect, commune and care for each other.
In a time of crisis, brands have a genuine role to play. Brands must show responsibility to their consumers, their employees and communities as they navigate uncertain times. Is a time for collective effort and creativity. It is a time for ‘we’, ‘us’ and ‘our’.