Pop-Up Stores are Popping Up for the Holidays

Oct 20, 2012 6:25 AM  By

For two months this holiday season, a bunch of new stores might “pop-up” downtown or in your neighborhood, but by January, they’ll be gone seemingly as fast as the trendy products they carry move from their shelves, writes Kayleigh Kulp in this article on the Travel Channel’s website.

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PBteen, a member of the Williams-Sonoma portfolio of brands, will open five pop-up stores in the Durham, Cincinnati, Edina, Houston and Miami areas this month and in November.

According to a company release, the five PBteen pop-up stores will open with the new holiday 2012 collection in time to get a jump on seasonal shopping. The pop-up stores will feature showcase PBteen’s new holiday gift assortment, including gadgets, fur-inspired bedding and lounge seating, jewelry and beauty storage and accessories, as well as the recently launched Burton home collection.

Each pop-up store will be anchored around a PBteen Design Lab where teens and their parents can engage with the brand and its products by creating a personalized room electronically on a computer monitor and quickly see it come to life on a television screen overhead.

Last week, Toys R Us is partnering with Macy’s for the holiday season rush by opening Toys R Us pop-up stores inside Macy’s. The temporary Toys R Us units inside 24 Macy’s stores nationwide will be leased from Oct. 15 through Jan. 15. On average, each toy section will be roughly 1,500-sq. ft. include items such as dolls, action figures and puzzles.

Microsoft recently announced that it will be opening 34 pop-up stores in the U.S. and Canada on Oct. 26 before the holiday shopping season really kicks in. Here’s what one of those stores looks like.

Some merchants make pop-up stores stand out and “light up”, literally. For example, Japanese apparel merchant Uniqlo built U.S. brand awareness with a set of NYC pop-up stores that also functioned as glowing out-of-home media elements at the end of the sales day.

Two of the cubes were placed in an open space on New York’s High Line Park, where a roller rink was created around them. Three others traveled to various festivals and events around town. All sold four categories of clothing, and all were illuminated from within at night for visual impact.

So why are pop-up stores important and what can they do for your brand? Ryan Matthew Pierson answers those questions in this article on the Lockergnome website.

Also, Jennifer Davis offers up seven ways to successfully launch a pop-up store on the Medallion Retail website.