“Christmas puts the pressure on as they need to do more to stand out in busy shopping malls. Models Own’s recent Pop Up designed to resemble a giant bottle of nail varnish is great example of how brands are achieving this stand out.”
Tim Ellis, Business Development Manager at Momentum Instore.
Main Image: Dell’s Pop Up store designed by FITCH. Top Left: Clarins Concession designed by Sheridan&Co. Left: Dell experts advising consumers at Dell’s Pop Up store designed by FITCH.
customers in and reaching a wider audience, Pop Ups can enhance a retailer’s service offering. For example, this Christmas they could be used as a location from which customers can pick up Click and Collect orders. The key to successful Pop Up shops this Christmas will be providing convenience for customers while boosting brand awareness.”
FITCH recently designed an engaging and entertaining experience for computer brand Dell. The three month experimental campaign was located at London Heathrow’s Terminal 5. It was part of the ‘Power to Do More’ campaign which was
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designed to promote its range of new XPS Ultrabooks. The pop up stores were positioned in both the departure lounge and the BA club Lounge, where the brand could guarantee a high footfall of the right target market.
The store in the departure lounge was created in the shape of a world map with LED lights highlighting the different time zones. The concept behind the store was to engage business minded travellers with the brand and show them how they can do more on the go. Guided by friendly Dell experts the store offered consumers a hands‐on experience and a more immersive approach
to the brand; users were given the opportunity to use the latest Dell XPS devices. All this was created in store where users were encouraged to play with games, apps, check the weather at their destination, Skype friends or check their social media feeds before flying.
Over in the new South Club Lounge, business travellers could pick up one of the new XPS’ from Dell’s tablet bar and sit back, surf the web and watch movies in their own time.
This Pop Up store is a great example of brands using open space in a clever and intuitive way, creating a buzz around the
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