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29 CHRISTMAS


only had internet or catalogue presence in the past, as we have seen Amazon trial in recent months. As such, the customers are able to connect to the outlet in person and provide a physical presence to something that had in the past only been viewed though a computer screen. In addition, pop ups can create new destinations for click & collect services, which are becoming increasingly popular for consumers.” Large retail chains which already have


a physical presence are also making the connection between temporary units and brand awareness, often using seasonal hooks to trial new ranges and concepts. Luxury department store Harvey Nichols chose Westfield Merry Hill as the first UK destination to launch its Christmas 2012 pop-up store. The ‘fuzzy felt’ concept launched on October 6 and opened every day in the run up to Christmas, boosting the centre’s retail mix for the all-important


holiday season. The 4,127-sq ft unit sold an extensive


range of festive treats and gift sets, designed to suit all budgets – from mini mince pies to hampers and stocking fillers. Products included Harvey Nichols Champagne, Christmas puddings and luxury chocolates, together with ‘top picks’ from the Harvey Nichols wine shop, with new lines like Artisan Du Chocolat, iChoc chocolate bars and Chase orange gin. “We are committed to delivering the


ultimate retail experience for our customers by working with cutting edge, leading retailers, particularly at this key time of the year for retail which keeps our centres fresh and current,” says Bill Giouroukos, director of operations UK at Westfield, who says they have a great relationship with the retailer. “They brought a good name and a terrific


product offer to the centre so it was great PR for them and for us. All indications were


that it was really positive, we got great feedback from customers, and it was a great adjunct to our Christmas offering. It’s not just about the value, it’s about the kudos of the brand and the package – it isn’t necessarily monetary.” Other Christmas pop ups at Westfield’s


UK centres included Getty Gallery, an award- winning Mini concept and iconic department store Liberty, which chose Westfield Stratford City for its first pop up. It had opened before the Christmas trading period but had a makeover so it was orientated towards Christmas shoppers. “Pop ups are important,” says


Giouroukos. “We always try different and unique things and always try and strike a partnership with brands. That’s part of our programme throughout the year, with different hooks for different seasons.” For Phipps, pop up shops are a good way for occupiers to trial new businesses,


www.shopping-centre.co.uk


FEBRUARY 2013 SHOPPING CENTRE


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