Stores That Really "Pop"

It's a slow holiday week, the perfect time to catch up on my pile of industry reading. I just finished the Hartman Group's 2009 Cultural Trends report, which had some great insights and interesting concepts. First on the list (and my personal favorite): the "pop-up" store.

In 2008, brands ranging from Fiat to Target created mini-stores in major cities to raise awareness of their products and personality. Open for a limited time, and frequently offering specialty items not typically available on shelves, pop-up stores provide consumers with playful, unique shopping experiences and a whole new level of brand interaction.

Target's four NYC storefronts, dubbed "Bullseye Bodegas," were open for only four days, giving New Yorkers the chance to pick up exclusive fashion creations by high profile designers.

Method's pop-up store in NYC offered their consumers a way to fully engage with the products. It featured aroma stations, exclusive mix & match kits and an opportunity to trade out old, toxic household cleaners for free Method products, In addition, brand ambassadors were on hand to answer questions and give advise.

I've always loved the pop-up store concept, though I've never actually been in "the right place at the right time" to go to one. I wish more companies would give people outside of major metropolitan cities (particularly NY and LA) the chance to have unexpected interactions like these. Oh well, maybe someday. In the meantime, I'm keeping my eyes peeled for that magic moment when I finally happen upon one in real life...

-Sam Burton