Want to grow your audience and test out new markets? There's no quicker way to reach consumers than with a brand activation pop-up. Creating a temporary space with impact requires considered design, which is where Lucky Fox comes in. We dive into the dos and don'ts of pop-up design to help get you started.
Do: use every inch of space
When Lucky Fox designed this pop-up kiosk for Tart Modern we were working with a space of just 3X3 metres. With the kiosk needing to accommodate up to three staff members, along with refrigerating, baking and serving areas, and lockable storage, the space could easily have looked cluttered. Lucky Fox devised a modular pop-up kiosk that maximised all available space, primarily beneath the counters, while retaining a modern and clutter-free feel above.
Don't: forget to tell a story
When Lucky Fox transformed this vacant store into a unique gallery and short-term pop-up space for Italian luxury brand, Luca Faloni, it was all about evoking the Italian heritage of the brand. Lucky Fox went to work designing and installing an immersive storytelling experience by completely overhauling the entire space, both inside and out. From interior flooring and lighting to exterior signage and window vinyl, every element of the premises was transformed. To help tell the story we dressed the store in a 1950s masculine mid-century style. Original Italian artwork and vintage furniture from the era were sourced, complete with a stocked bar for aperitivos.
Do: embrace the tech
Digital communication is proving to be a valuable and sustainable way to communicate product innovation, storytelling, and navigation. Burberry, Coach, Louis Vuitton and JW Anderson lead the charge with pop-up shops that pull in customers using tech like augmented reality. But your pop-up doesn’t need to be the full costly AR experience to draw in customers. Here at Lucky Fox, we’re working with our clients to implement simple, cost-effective, yet innovative methods to provide customer consistency across all the brand’s channels through technology. Fundamental to this consistency is promoting app sign-ups through simple QR code scanning. For Levi’s Haus, we produced laser-engraved plywood signs that display QR codes, providing an eco-friendly alternative to more commonly used vinyl solutions. You can also think about launching ‘pop-up only’ exclusive events and offers via the app, ensuring shoppers have that all important desire to visit the space.
Don't: just focus on the inside
It’s tempting to focus primarily on the ‘experience’ inside your pop-up space, but don’t forget to grab their attention first. If you’re relying on passing footfall, make sure your pop-up has maximum impact to tempt them. When we created this pop-up space for Scandinavian brand, CIFF at Harvey Nichols, attention was directed in two ways. Firstly, a large LED-illuminated arch in a concrete-effect vinyl at the pop-up entrance. Secondly, a focused merchandise area was created with raised plywood flooring, which was clearly visible at the entrance. Despite competing in a busy department store space, the installation really popped out from afar. It’s still one of our all-time favourite designs.
Do: have fun
Pop-ups allow brands to make a statement and do something out of the ordinary and fun. But don’t forget it must also be synonymous with your brand. This giant Barbour boot produced and installed by Lucky Fox ticked both boxes for their Spring Summer Collection launch event. Designed to reinforce their campaign message – Whatever the Weather – what better way to show the durability of their iconic footwear collection than with a oversized, robust welly! Standing at the entrance to the event, it made for a great selfie moment, too. The event was also dressed by Lucky Fox, in collaboration with floral creative Carly Rogers.
Don't: forget to make it flexible
The adaptability of the pop-up is often a crucial consideration for the brands we work with. Take our pop-up design for Victoria’s Secret. With considered design, Lucky Fox created a kiosk framework that would be easily extendable, retractable or re-clad depending on the locations and collections. However, flexible design can also be as simple as using wheeled units to display merchandise, which can then be moved around the space and reused for other spaces.
Do: blow the budget on lighting
Lighting can make or break a pop-up if you’re working in artificially lit spaces. When Lucky Fox collaborated with high-end lifestyle brand Palm Angels to build and install the centre-piece for a pop-up shop in Harvey Nichols, lighting was the key focus. We built acrylic light boxes with rails to display the capsule collection within floor-to-ceiling display units in timber. It gave the brand the instant impact and luxury feel they were after. Or check out these handy lightboxes featured in our premium pop-up space in Harrods for OTO here. The lightboxes with campaign imagery added impact and doubled as handy shelving fixtures to display key merchandise.
Don't: let experiential be an afterthought
Remember, sales are just one of the benefits of a pop-up shop. It’s also a chance to create an engaging connection with customers, so make sure this is factored into your design from the beginning. When we worked with Connock London on their pop-up space in Westfield, incorporated into the kiosk design was a treatment area for customers to have hand massages and a gift-wrapping service station for last-minute Christmas shoppers. Dedicating valuable merchandise display space instead to a customer area gave the space a premium feel and made the customers feel valued.
Do: create Instagrammable moments
Designing a retail space with shareability was part of the master plan for the opening of Levi’s Copenhagen studio, installed by Lucky Fox to launch their Star Wars product collaboration. Catching the eye of passing shoppers and creating a photo-worthy backdrop was a true-to-size Chewbacca model placed by the window, modelling the Levi’s X Star Wars bumbag merchandise. Levi’s told us Chewy was a great success, with over 150 customers capturing a selfie in one weekend alone. Even better, many of them also shopped in-store and shared their experiences on social media. More on that scheme here.
Want to know more about our pop-up capabilities to help activate your brand? Whether you’re a start-up or an established brand, we’d love to hear from you, so get in touch.