POPUPSPACE.CO.NZ
A pop-up space on the most part, is a short-term, temporary or semi-permanent retail space (when we say temporary this ranges from a few days to a year in terms of length).
Traditionally, (and in our opinion, frustratingly) commercial retail leases often required a 5 to 20 year commitment to a space. Meaning that once you are in, you have committed and must muddle along to find ways to make it work for the long-term – no going back.
They come in many forms – with the original ones being market stalls. You may walk into one not realising it is temporary as the look and feel is just like any retail store, or they can be found in the open air on a busy street, a busy shopping mall or even in a tent
The role of a pop-up is to highlight and promote one aspect of a brand or capture a specific ‘moment’. This is usually a new product launch, an event, or a seasonal promotion. It is also a vehicle to dramatically uplift sales or shift end of life stock, with the temporary storefront providing a sense of urgency for consumers.
Semi-permanent allows you to set up shop for a short-term period with the purpose to see, feel, hear, try out, experiment, and finesse your physical retail offering without high risk.
When executed correctly, it is an information gathering activity and chance to play without the commitment. If you are considering any large and/or long-term commitment with a heavy up-front investment it is even more important to undergo a ‘probation period’ before signing the contract on your retail space.
Is this the right location? Does this instore experience connect? Is this the right market? Are our customers based here? Have we added value for our consumers from this location? What are we missing? Do we need more, or less space?
From the team at Popupspace.co.nz
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