POP
Left: The Maxim Creative Group gets involved in an exciting pop-up shop for Ellesse at Harvey Nichols, Manchester. Below: Colour speaks volumes for the Crocs pop-up shop, put together by shop fitting and retail display specialists Triplar and retail design consultancy Beyond.
kind of POP system provides retailers with a safe way of ensuring that one of the best competitive edges of retail stores – the interaction with and testing of products – is retained whatever the product price tag. Popup shops tend to be an excellent
setting for innovative POP, as the stores are short run, high impact opportunities for a brand to increase awareness. Because of the limited time that a pop up shop will typically trade, it is essential that these retail spaces create as much buzz as possible, which is why designs are often eye catching and innovative. The Maxim Creative Group was
involved in the installation of an exclusive popup shop for Ellesse at Manchester’s luxury department store Harvey Nichols. This was done as part of a thirtieth anniversary of The Haçienda, a highly popular club in Manchester that was a real influence over music and fashion during its heyday. Commemorating the anniversary, the infamous nightclub collaborated with Ellesse to create a bespoke clothing range that epitomised the spirit of the iconic venue. Ellesse called on The Maxim Creative
Group to help create an impactful pop up shop that would evoke the retro design of this clothing range. The Maxim Creative Group worked with a theme of just three colours – white, black and orange. This helped the pop up to stand out alongside other concessions in the store and created an interest in the Ellesse brand. As well as creating product displays
for the store, the design also included imagery and words to tell the story of the Haçienda club and to educate
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customers as to why this collaboration was so exciting. The simple white gloss design of the POP displays ensured that all attention was drawn to the products on show. The Maxim Creative Group manufactured all elements of the popup shop from its 100,000 sq ft Manchester manufacturing facility and then installed all aspects within a strict timeframe. Commenting on the project, Head of
Marketing at Ellesse said: “The Maxim Creative Group delivered our unique project in record time, with outstanding results”. No two popup shops are the same,
which is very much a part of their charm. For the Ellesse brand, just three colours created the perfect pallet for a perfect popup, but the popup shop for popular footwear brand Crocs was a whole different story. Colours couldn’t be plentiful enough for this tenth birthday popup, where awareness was the central aim. Shop fitting and retail display specialists Triplar were enlisted to help with the installation, and called on the help of retail design consultancy Beyond. The popup was conceived, planned
and installed at Old Spitalfields Market within a very tight timeframe, and is now open until midOctober. The store is a celebration of the unpredictable British weather, with POP following a concept of ‘come rain or shine’. It is almost impossible to miss this theme, as large block ‘rain’ and ‘shine’ lettering is surrounded by pedestals displaying Crocs products. The POP in this retail space reflects the evolving Crocs brand image of colour and fun, with the central focus being to let new and existing Crocs customers know about the evolution of the brand.
Michael MarshallClarke, Crocs
European Marketing Director was delighted with the project; “We worked closely with Triplar to choose a great team to make our idea a reality. The project was a true partnership, and I look forward to working with the same team on other projects in the future.” POP can be used in a number of
different ways, and because no two brands are the same, what suits one retailer won’t necessarily work for another. Great POP is all about getting customers interacting with products, so an informative, bright and eyecatching display is a great way to engage customers and encourage purchases.
Contacts
The Market Creative T: +44 (0) 161 872 7813
www.themarketcreative.com
Momentum Instore T: +44 (0)161 486 7878
www.momentuminstore.com
Sector Design T: +44 (0) 7769 707051
www.sectorlive.com
The Maxim Creative Group T: +44 (0) 161 678 7776
www.themaximgroup.co.uk
Triplar T: +44 (0) 1933 231210
www.triplar.co.uk
Beyond T: +44 (0) 20 8811 1714
www.beyond-communications.co.uk
www.a1retailmagazine.com
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