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Hybrid Pop-Ups

Singapore's Venue VBOX, literally a “store in a box,” is a cross between a mobile and stationary space. Originally intended for distributors Alexander Hascher and Thomas Schaefer to show Puma products to industry buyers, the high-end boutique in a 40-ft., 3700kg shipping container quickly evolved into a traveling retail venue. Equipped with an Apple iMac, iPod Hi-Fi and iPod Nano, VBOX opens in a high-traffic area, typically for two weeks, and then is moved in the early morning hours to avoid disrupting traffic.

To generate excitement for the Nov. 2 opening of its SoHo store, Japanese apparel retailer Uniqlo drove two shipping-container stores around Manhattan for two months prior, setting up shop temporarily in various areas. The container was intended to convey a perception of shipping the store from Tokyo to New York. Powered by an external generator, the container was replete with a fitting room. In addition to the Uniqlo containers, New York design firm LOT-EK has created several other container venues.

Pop-up stores leave consumers hungry for more. Today's pop-ups put a twist on an old concept to make it new.

Know of a pop-up opening? Send info to David Milne at dmilne@dmdltd.com.

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