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Fixed Pop-Ups

Target temporarily converted a hotel in the Hamptons to a Target Bullseye Inn; for the opening party, Lux Lighting washed the exterior with Target logos. A Target pop-up in a Times Square building sold pink merchandise, from flipflops to umbrellas to T-shirts, with all proceeds going to the Breast Cancer Research Foundation. And in 2002, Target had created a floating store on a tour boat on the Hudson River for two days to promote its first Manhattan store.

Nokia installed a temporary interactive brand experience in a Lisbon airport to promote its N Series new “Twist and Shoot” design. Equipment swiveled to place the marketing message directly in front of the consumer, snapped a photograph of the person, and displayed it on a screen.

To appeal to its largest source of out-of-state visitors, South Florida's tourism promotional group operated a 10-day store in Manhattan in January 2007 to encourage New Yorkers to book Fort Lauderdale vacations.

In 2004, Grand Central Marketing turned a storefront on Manhattan's Fifth Avenue into Meow Mix Cafe for a week to draw attention to the dry catfood maker's first foray into wet catfood. The café offered cat and human food, toys, games and Meow Mix merchandise. The $200,000 investment resulted in about $2 million in market visibility and the wet food pouches were a successful new product launch, according to published company reports.

In 2004, Ebay invited six interior designers to furnish an entire New York City penthouse using only furniture and accessories purchased through Ebay.com. The resulting eBay Showhouse was open to the public for a week in June.

With 14,000 in-person visits, 46,000 unique visitors to its web site, and $9 million of product sold, Wired magazine's 2005 pop-up store in New York's SoHo area was so successful that the publication offered it again in 2006. The magazine's editors chose the products for display and in-store testing, and visitors could log onto the web site from an in-store laptop station to order products from vendors.

And with the recent addition of well-designed fixed pop-ups, the bar is being raised. The Motorola RED pop-up environment (see project feature at left) was a cross between a trade show exhibit and theater. The bold design, which won a NASFM Retail Design Award this year, drew national attention to the Product Red campaign by Bono and Bobby Kennedy to assist individuals with AIDS in Africa.

The Nike Zoom LeBron pop-up store made a “star” out of Nike's LeBron James special edition products by promoting them with a museum quality. The project won two NASFM Retail Design Awards—one for design of the space and one for Visual Presentation.

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