The pop-up retail business has proven itself to be more than “just a phase,” and continues to be an effective marketing tool for companies of all industries. Whereas many businesses use pop-ups to showcase their brand, products and services, there are a few fashion brands who view this marketing opportunity to curate art and design into their stores.
Many may ask, what is the point in fashion? Fashion defines one’s persona in the way of dressing. It is a statement through style and allows us to create looks and trends that’ll help portray ourselves to friends, family and strangers. Clothing can reflect our moods, as we express ourselves through carefully selected garments. It can also be a lot of fun with people taking to social media as means of a creative outlet.
However, for retailers, being fashionable does not stop at the clothing they create and produce. Their stores should coincide with their image, whether it be preppy, prim and proper or indie and grunge. A boring store leads to boring clothing. Therefore, retailers should consider the rise of pop-up stores and meld together art, design and fashion into a single pot. Companies such as Westfield Speciality Leasing can provide the perfectly fashionable retail kiosk.
Here examples of successful fashion pop-ups that prove creativity doesn’t have to end with the stitching of the clothes.
COS Los Angeles
Inspired by mirrors, surfaces and silhouettes, architecture firm Snarkitecture created an experimental temporary retail space for LA-based fashion label COS. What started out as an empty industrial space, transformed into two rooms belonging to two different tonal families – one white and the other pastel pink. These minimalistic designs meant the focus was on the two racks of similarly, minimalistic designed clothes.
This reflected space created an illusion of an altered world as it investigated the boundaries between art, architecture and fashion.
Fruit of the Loom produce inexpensive, packaged underwear, yet opened a fake luxury pop-up to draw in high-end consumers. Aside from changing their name, they intentionally created a luxurious boutique by hanging their reasonably priced lingerie over pretentious, over-the-top trees. Using art, structure and persuasive design, they managed to entice shoppers who were lured by the high-end disguise.
Fruit of the Loom managed to convey how human beings are susceptible to art and how design is important when selling and marketing clothing.
When Arnsdorf created a pop-up, they were confronted with a minimal budget. However, Australian clothier didn’t allow this to deter them and ended up creating an otherworldly environment out of 154 pairs of neutral-colored pantyhose. This experimentation of creative materials ensured they stood out from the crowd, which of course, is what fashion is all about.
Kanye West: The Life of Pablo
As you’d expect from an artist like Kanye, known as Yeezus to some, there was an edge to the shopping experience in his London pop-up. The 2016 event reeked exclusivity, with a strict 20 people in 20 people out policy, where fans formed orderly queues while gazing over the shopping guide handed out to them. By providing menu-like shopping guides, it created the experience of waiting for a seat at an infamous restaurant as well as a minimalistic vibe through no-fuss wire racking and naked walls.