New Pop-up retail chain

alfaAnother similar concept to Planeshop (although not in airports) has opened in Holland and have plans to spread. BrandNew Stores are basically creating a chain store concept around pop-up retail, taking permanent stores in premium locations and then allowing brands to temporarily present themselves within this space. Their immediate plans involve expansion to Groningen, Den Haag & Rotterdam later this year with more cities to follow in 2010.  The basic store layout will include video walls, interactive floor projectors and other standard technology to make it easy for brands to present themselves.

Where this concept is different to the likes of Planeshop or other pop-up retail concepts is that its really designed more for customer experience/engagement than product sales and trial.  Also by loosing the exclusivity of the pop-up retail idea it starts to become a more regular marketing tool which may in and of itself reduce its effectiveness.  On the plus side, it does allow brands to design a single temporary fitout and then essentially move it from one location to another with a level of certainty that it will work and not need massive modification – hence reducing the cost per location.

For the shopping centers and airports (in the case of Planeshop) its a way of introducing excitement and variety to their offering without the hassle or risk of having to handle temporary leasing themselves.

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