1. Pop up stores build urgency.

By having a limited lifespan, pop up stores motivate people to act fast. Otherwise, they could miss out.  

Nike's LeBron Zoom IV NYC Pop Up.

Nike launched a pop up store in Soho to promote its LeBron Zoom IV NYC basketball sneakers. The shoes were only available at the store, which was open for a mere four days. With that small a window, sneaker aficionados didn’t sit on their hands.  

2. Pop up stores turn unused spaces into vibrant places.

The economy has left many retail spaces empty. Shoppers see signs of failure and deadness - stripped spaces, empty shop windows. Then, suddenly there is sound, color, and energy. 

The Doodle Bar, a London-based pop up bar, lets customers draw on its walls, furniture, even its bartenders. The interior of the bar and café is a constantly evolving, community art project. Initially slated for the summer only, the bar’s success has led to an extended stay. The owners have taken an abandoned space and turned it into a creative space that hosts drawing contests and yoga classes.   

3. Pop up stores focus entirely on the customer experience.

Popping up cuts down on the financial commitments of store ownership, like long-term leases and ongoing payroll. Brands can offer customers an experience that’s more extravagant.

 At Alcoholic Architecture, another London-based pop up bar, patrons don’t drink their gin and tonics - they breathe them in. Upon entering the space, visitors are fitted with protective plastic suits and led into a room where a humidifier vaporizes drinks, creating a walk-in cocktail cloud. 

Alcoholic Architecture

Pumping drinks into the air probably isn’t the most cost effective way to run a bar, but Alcoholic Architecture was only open for a few days. As a result, the curators of the event-meets-space, jelly makers Bompas and Parr, were able to focus on a buzz-worthy experience without getting too hung up on their bottom line.

4. Pop up spaces offer a firsthand experience of a brand.

Customers experience retail brands inside the store. For companies whose products don’t headline a traditional retail space, pop ups allow them to bring customers inside their brand.

vitaminwater promoted new flavors with a Manhattan-based pop up store. In the store, customers could try free samples of the fresh flavors, check their email, play foosball, and hang out in a lounge that hosted a revolving cast of DJs. The store connected customers with vitaminwater’s brand more than they ever could have in the grocery aisle.  

5. Pop up spaces show off exciting, unseen products.

Often, brands use pop ups to gauge customer interest on a small scale. For visitors, the space gives them the opportunity to see what’s new and be the first to try it out. After all, who doesn’t want to see things first?  

In 2004, French fashion brand Comme des Garcons opened a pop up store in Tokyo. The company teamed with Apple to create a Comme des Garcons branded iPod, which was only available at the location.  According to allbusiness.com, the six-month run of the specialty iPod was expected to generate $1.1 million in sales.

Does knowing how to make people laugh make you a better businessperson? Peppercom, a New York PR agency, thinks so.

The agency’s co-founder and managing partner, Steve Cody, thinks that having the skills of a stand-up comic makes for employees who are more likeable, have greater confidence, and show more poise when speaking. To test his theory, Cody brought in comedian Clayton Fletcher to work with his staff.

Every few months, Fletcher speaks to employees about stand-up, and discusses how they can integrate the craft into their jobs. The employees give five-minute impromptu performances, which are videoed. Later, a communications consultant goes over the tapes with the performers and gives feedback. 

Says Fletcher: “The marriage between client presentations and comedy techniques is a natural one… The less a pitch relies on PowerPoint slides and the more it relies on human contact, the better. When you make someone laugh, there is [an] intimate human contact between you and that person that even the best PowerPoint slide could never approach.”

Through the lessons, employees also improve their skills in breaking the ice with clients, thinking quickly on their feet, and reading an audience.

As organizations tighten budgets and cut spending, it’s interesting to see a company paying to train its employees in something that doesn’t explicitly generate revenue. But, as Cody says, “It’s probably the single smartest internal investment we’ve made in the agency.”

We first read about this story in Marissa Miley’s Advertising Age article, “Who Says Recession is Nothing to Laugh at?”

Photo Courtesy of Ron Knoth

Diesel just opened a flagship store on Fifth Avenue that’s an eye-catcher. Especially the window display.

The window doesn’t have anything in it you’d expect to see: no jeans, no wristwatches, no Diesel merchandize whatsoever.

Instead, it looks like you’re peering into an elegant Upper East side apartment. You see a table and chairs, a lamp, some paintings on the wall.

Everything seems normal, except there’s a hole in the ceiling, a pile of rubble on the floor, and a giant bronze head of a Mohican lying in the debris. The head, apparently, has crashed through the floor from the apartment above.

What’s this have to do with Diesel? Plenty.

The Mohican head is Diesel’s logo. It’s as if the edgy Diesel brand has smashed its way into New York society, and must be dealt with.

The surreal tableau thrusts passersby into the middle of a mystery, and teaches us all a lesson: Want to add intrigue to your windows? Ditch the literal and try the symbolic.