A Store In A Store

Last Thursday I posted about big ideas in retail. While searching for fodder for this post, I think I might have stumbled across one to add to the list –pop-up stores. It feels like I am constantly hearing about a store in a store popping up somewhere. Just this last week I read about two more (Warner Bros. in a Virgin Megastore and Collette in a Gap space). While pop-up stores aren’t quite on the same par yet as the monumental innovations that were included on the list, I think it’s fair to say that these smaller, generally temporary environments are only going to gain in popularity as larger retailers and department stores continue to add celebrity and luxury lines to their offering.

The challenge in creating these spaces is how to effectively convey the brand message in a limited space. It becomes less like store design and more like exhibit design. Fixtures transform into portable show pieces and walls are often free-standing. Pop-ups need to adhere to guidelines presented by their retailer “landlord,” but still maintain enough personality to stand out and be recognizable. While a tough task, designers have stepped up to create some pretty exciting spaces that make a statement and move product.