So you’re thinking of launching a pop-up…

The now infamous ‘Pop-up’ was once a genuine novelty: a disruptive opportunity for entrepreneurs to squeeze in between the existing retail furniture – or seen as a potentially expensive marketing tool for larger organisations seeking to capitalise on a trend in direct, authentic consumer engagement.
However, a good idea doesn’t stay new for long. As the value-adding potential of this innovative platform has become established, organisations are adopting the tactics of their agile neighbours en-masse.
In a relatively short space of time, the pop-up has become a saturated marketplace, with demand for appropriate retail spaces now at an all-time high.
Along with clear possibilities, new challenges arise for those seeking to grow market share via the booming pop-up space. Where once the spontaneity of the channel might have been novelty enough, brands must now think sharper to stand out amidst the accumulating clutter.
(That’s where iD can help.)
A recent report by EE valued the
UK pop-up retailing industry at
£2.1bn; predicting a further 8.4% growth in the coming year

The pop-up formula can add value in a number of ways – but it’s best to be clear from the outset what your objectives are.
you may wIsh to:
• Test a new product or concept
• Deliver complex messaging
• Introduce your brand to a new audience
• Place your brand in a fresh context
• Generate content for other marketing channels

Flexibility
Nothing in the term ‘pop-up’ implies four walls or a roof. An interruptive experience can make a mark in any environment where you can expect footfall.
Spontaneity
Short bursts of activity mean that you can engage with your consumers in almost any location at any time.
Adaptability
The beauty of a pop-up space is the creative possibility of a blank canvas, enabling you to create a totally original experience for your consumers.
Freedom
Pop-ups can bring a brand to life without the commitment and cost of a long lease…
Appeal
…in fact, this impermanence also works to generate a sense of exclusivity.

Location and budget
When you’re delivering a brand to a new audience, location is everything. High footfall is crucial, but comes with a price tag…Forward planning is essential as spaces are often booked a long time in advance.
The right team
A large part of the Pop-up’s value and appeal depends on its direct contact with an audience.
Effective engagement requires more than simply a decent sales pitch – to educate consumers well, you’ll need specialists who truly connect with your brand.
With a database of over 5,000 Brand
Ambassadors and product demonstrators iD’s dedicated recruitment and training division will ensure that you have only the best staff representing your brand.

So we’d like to share some of our favourite collaborations. Here’s how we’ve helped other brands stand out:
The Comfort Intense Garden
A recent collaboration with leading fabric conditioner brand Comfort and Golin PR saw the launch of an immersive pop-up garden made out of clothing. Inspired by children’s book The
Secret Garden, The Comfort Intense Garden was officially opened by former Girls Aloud member,
Kimberley Walsh, in London’s Covent Garden and took over 159 hours to create - generating national PR coverage for the brand. Each garment had first been freshly washed in products from the brand’s new Comfort Intense range, to showcase their four new fragrances.
95% of approx. 1,846 garments used to create flowers, trees, fountains and features were sourced from charity Oxfam

Placing a brand in a new context
On behalf of Cornetto, iD transformed a prime retail unit on “The Street” at Westfield shopping centre, Stratford into a pop-up art deco theatre.
Cornetto Beyond the Screen’ combined a
3D-sound cinema with immersive theatre in a unique storytelling experience, placing the audience within the world of the brand.
Premiere and screenings of Two Sides (the latest in the brand’s award-winning Cornetto
Cupidity series, exploring the trials and adventures of teen love) accompanied active sampling of new products.

Launching a New Product iD collaborated with San-Francisco based technology brand Aether to launch their very first pop-up store in London’s South Molton
Street. We recruited and trained a team of tech savvy Brand Ambassadors to showcase Cone
-the world’s first thinking music player - engaging consumers through live product demonstrations in-store. The results speak for themselves: an average of 6 product sales per day (RRP £349.99)
If you’re thinking of launching a pop-up with
Christmas approaching, get in touch now to find out how we can help you make the right impact.