Temporary pop-ups are all the rage in retail right now.
BY VIlMA BArr merchants are successfully adopting
this entertainment format, generating
op-up retail is like a first-run traffic with a variety of transitory store
indie movie. Promoted to a environments.
specific market segment, it these types of outlets belong to
appeals to a targeted audience during a genre (known as pop-ups) that has
limited-run engagements. today’s grown in popularity – particularly with
The bright crimson color commands attention, while the clean lines of this retail space offer a
contemporary, cutting-edge vibe.
All Photos: MArk steele
LookFab Moments is part of the pop-up retail have a strong built-in publicity engine. art director/retail & environmental
Announcements and press releases design, created the lookFab Moments
generate more editorial coverage layout. Assisting her for the lighting
major chains and brands – over the – line for line, dollar for dollar – than program was kevin Nunney of the
past five years. they are stocked with the merchants can buy for the same taylor Group, headquartered in toron-
merchandise in price points ranging amount of print media space. Pop-up to, who also handled the build-out.
from mass market to upscale, with the stores automatically generate buzz the street-facing full-glass front-
selection tailored to their customer and focus consumer interest whether age measured 22 feet wide, and the
base. Pop-ups are strategically located it’s on a new collection, a limited-time distance to the back wall was 78 feet.
to draw maximum visitor traffic offering of a special product group, P&G beauty advisors offered make-up,
during their stay, which typically runs or seasonal themes such as holiday hair, and skin care advice plus demon-
anywhere from a few days to several or back-to-school. they can also test strated application techniques utilizing
weeks. a concept without the investment of such brands as Cover Girl®, Pantene®,
Proctor & Gamble (P&G), in support a lease or expensive fit-out, including olay®, and Clairol®. Visitors took away
of its brand presence in toronto, spon- permanent lighting. goodie-bags filled with assorted prod-
sored a pop-up within a storefront According to Brian Priest, Upshot’s uct samples.
in the trendy Bloor street shopping vp/retail and entertainment design, red was the background color for
district last spring. Dubbing it “lookFab P&G’s objective was to create an envi- the interior and signage. the main
Moments,” the 2,200-sq.-ft. space was ronment of beauty exploration. “there’s glazed front window was outlined with
open for approximately one month. no stress, no push to sell product right a wide crimson header with identify-
the fittings for the space, graphics, then and there. It’s designed to be a ing graphics in white. A color band
and lighting were designed by Chica- low-key, educational, informative, and extended up on one side and along the
go-based Upshot, a marketing and enjoyable experience,” he explains. bottom, allowing a clear view inside.
promotional consulting agency. the toronto pop-up was open seven “We selected a combination of
Merchandising mavens such as days a week, attracting 22,800 visitors. incandescent and tungsten halogen
target, Gap®, Nike, kiehl’s, and More than two-thirds took advantage of lamps that flatter skin tones and cost-
Japanese apparel maker Uniqlo have personal consultations offered by P&G’s efficient luminaires for the limited
employed variations on the technique on-site beauty specialists. amount of time that the pop-up would
to bring product to customers. Pop-ups stacie thompson, Upshot’s senior be open,” thompson points out. to give
12 CONTRACT LIGHTING NOVEMBER/DECEMBER 2008
Beneath this oversized pendant, visitors face a round mirror
that is suspended by wires from the custom lighting fixture’s
frame. Products used during the demonstration are displayed tions, based on age, skin sensitivity, onto the vertical surface of the stretched
on a white pedestal table placed under the smaller ring. dryness, etc. For make-up to enhance pink fabric space dividers behind.
their skin tones, visitors could stop at Adjacent to one end of two of these
the shop streetfront glitter and visual the Colour Bar before proceeding to the tracks, Upshot hung a single classic
appeal, a five-light track was suspended style studio for hair styling suggestions white pendant (#172) designed by Poul
along the inside top of the double-wide and coloring hints. Christensen for Danish manufacturer
window, and fitted with 75-watt Mr16 “everything in the space is easily le klint.
lamps. the smaller window – on the removable,” Priest points out. “the the pop-up’s attention-generating
other side of the double glass doors – six-piece curved wall panels and the centerpiece is a circular arrangement
contained a circular white pedestal credenzas behind the bars are painted of four white make-up tables and stools
table with a bouquet of flowers and plywood,” he explains. “they can be beneath a double-ringed pink ceiling
small product display. Above, recessed removed and reassembled in sections fixture. thompson says her fixture
luminaires beamed downward to draw for reuse at other events,” he notes. design was the solution to two require-
interest to the tabletop arrangement, over-sized pink fabric space dividers ments: define the area and emphasize
creating a soft shadow on the floor. that separate the sections of the room the setting, plus illuminate the table
the temporary beauty destination at are stretched over frames, constructed arrangement.
33 Bloor street was organized around for quick installation and breakdown. Fabricated in toronto, the fixture is
experiential pods. Upshot divided Upshot used existing black ceiling comprised of a heavy white knit fabric
the long rectangular space into four tracks already in place and added black that was printed with an all-over pink
stations where visitors could experi- track heads fitted with 60-watt incan- hue. the outer ring has a radius of 11½
ment with products and consult with descent spots. Above the make-up bars feet while the inner circle measures
P&G’s specialists. the essentials Bar are curved polished metal tracks from 9 feet. A eurolite track encircles the
demonstrated the most beneficial daily eurolite. they can be adjusted to beam smaller ring, with illumination from
care routines, while the skin Boutique illumination from 75-watt tungsten 75-watt Mr16s beaming down onto the
developed customized skincare solu- halogen lamps down to the bar top or table surfaces.
14 CONTRACT LIGHTING NOVEMBER/DECEMBER 2008
Track lights from Eurolite provided adequate illumination
for the demonstration areas, while a pendant from Le Klint schouler. Four more
contributed to the cozy atmosphere. target pop-ups were
slated for the Big
Free-hanging white panels produced Apple this fall.
by 3Form are attached to the ceiling overseas,
by magnets. “they fold up to fit in Comme des Garçons
tubes to be shipped and installed else- and louis Vuitton
where,” Priest says. After the toronto recently opened the
installation, the pop-up was shipped to doors to a pop-up
Calgary, where it was open for several for a three-month
weeks in the Market Mall. run in tokyo’s trendy
P&G sponsored print and broadcast Aoyama district.
links to promote the pop-ups. An on- the brick-and-glass
line format (www.lookfab.ca) recreates building with gray
the toronto look for those unable to concrete walls and
visit the store in person. Rouge 1, a exposed metal
P&G-sponsored beauty and fashion staircase hosted the
magazine, made its debut to coincide introduction of a line
with the appearance of its pop-up of custom handbags
stores. ranging in price up to
The lighting was carefully selected to be flattering to all skin tones as
some current examples of traffic- $1,800. Meanwhile, guests sat in the make-up chair.
generating pop-ups include the holiday New York City-based
store that target popped open on a pharmacy-cum-beauty and skin care on the main campus of Penn state,
barge in the hudson river alongside brand kiehl’s organized pop-up stores generating a reported sales volume of
New York City as a showcase to lure on college campuses at the start of the $20,000 in a single day.
Manhattan shoppers. target later also school year to build product recogni- In short, the phenomenon of pop-up
sponsored a four-day event to showcase tion to a prime consumer market. retail presents a challenge in that the
its limited-edition, mid-price line creat- similarly, Victoria’s secret bar has been raised for these spaces to
ed by the haute couture duo of Proenza constructed a temporary mini-store look anything but temporary.
16 CONTRACT LIGHTING NOVEMBER/DECEMBER 2008