June 4, 2019 /Industry

Praise Be The Pop-Ups

paul mcgrath labs

As summer rears its head we start to look to the inevitable pop-ups that will begin to appear everywhere. Our blog on authenticity looked at how important it is to be immersive and engaging, as popups with a purpose are stand-outs. We take a look back to our favourite pop-ups and why they made an impression.

Google Curiosity Rooms, October 2018:

Maybe our most referenced pop-up, Google did an amazing job creating buzz around their Pixel 3 phone. A multi-storey pop-up, the space was engaging, igniting curiosity with secret photoshoots, personality quizzes and a slide connecting the floors. Maybe more fun to do in a group than by yourself, the pop-up was unique and a benchmark for brands to achieve.

Goop, October 2018

Now a permanent brick and mortar store, the Goop store is immediately calming, adorning trees on the entrance with plants giving the store a natural feel. The cross-categorisation of products is ahead of its time, with the lifestyle brand elevating the product navigation to give it a more homely feel. Overall a well executed and beautiful store to be in.

Etsy, Nov 2018

Advocating for conscious consumerism, the three-day pop-up featured workshops, co-creation and elevated craft from independent makers. Situated in Covent Garden, the Etsy Good Store focused on three key categories: craftsmanship, sustainability and wellbeing. All products were equipped with dual-functionality QR codes offering discovery and purchase assistance. Helping nurture creative communities, consumers were encouraged to visit the maker’s websites and learn their individual stories.

I Found It At The Strategist, December 2018

Highlighting the evolving roles of publications, NYmag launched ‘I found it at the Strategist’ featuring products picked by the editors, including beauty and homeware products, 80% of which had received editorial coverage in the publication. With the layout mirroring that of a magazine, the store was perfect at creating an enjoyable gift buying around the holiday season.

Pat McGrath Labs, Feb 2019

We couldn’t talk about our favourite pop-ups without including our collaboration with PMGL. The opulent store was a stand out in Bergdorf and Goodman this year. Pat’s British roots and ‘Maximal minimal’ approach to diverse beauty inspired our curiosity to explore a sensual yet opulent space, incorporating all things Pat. The space allows her cult following, The MTHRSHP to explore her world-renowned makeup and as well as her inspiration behind the products. .

Wrangler, February 2019

Iconic denim brand opened a unique pop-up in London’s Soho. Honouring their heritage in having famous pop singers wear their clothes, the store doubled as a recording studio, where consumers could record live and play instruments in store. Live gigs and exclusive items were only some of the touchpoints, with consumers personalising products in-store, and exploring their identity through music.

Glossier, May 2019

The digitally native sensation created a dive into another realm to help promote their mango balm. The pop-up in Miami opened into a tropical wonderland, using sensory touch points including smell to reach consumers. Having already created a digital cult and online third place for millennials, using the pop-up as a testing ground for physical stores. More than just a pretty store, the brand uses its pop-ups to curate communities that are indicative to their identity and ultimately incredibly unique and authentic to the brand.