Guidelines pop-up stores

In the highlights of the year, here are 3 dates to remember to anticipate the organization of your pop-up store .

1. Create a pop-up store in summer

It is obvious that a seasonal brand , of the swimwear type like the ANJA pop-up store , will have every interest in launching its pop-up store when the good weather arrives.

The seasonality of pop-up stores follows that of traditional retailing. With the onset of summer, in May and June, stores are very busy, as the grey weather comes to an end, and people feel like strolling through the streets, relaxing on terraces and strolling past shop windows. Hedonistic shopping is particularly popular at this time of year, with vacations, new collections and the desire to renew one's wardrobe.

It's for all these reasons that a summer pop-up store is best planned at the beginning of the year, preferably in February/March. Competition in the search for ephemeral stores is more intense, and the best locations are in high demand. Inevitably, the law of supply and demand applies, and prices are higher in summer. That's why it's so important to determine your objectives using data to assess the relevance of your retail strategy and maximize your return on investment.

Example 1: The Roxy pop-up store tours the beaches

Roxy toured the beaches with a nomadic eco-friendly pop-up store. The adventure began at the brand's international headquarters in Saint-Jean-de-Luz, then moved on to Portugal, the English coast and Hossegor. The idea was to be present in places where surfing is very important, and at the same time to demonstrate the brand's commitment to sustainable development.

Example 2: Mackeene's summer ephemeral boutique

Seasonal brand Mackeene, already well established on Saint-Barthélemy, opens a pop-up store every year at the start of summer.

Inside, you'll find the entire universe of the brand: the glide reminiscent of the island, the vegetation, "go slow"...

Beyond careful decoration, the brand presents small brands and designers that it particularly likes and which perfectly complement the store. Check out more photos of Mackeene's pop up stores .

2. The Christmas period to launch your pop-up store

From the beginning of November, the Christmas spirit begins to take hold. Shopkeepers decorate their windows, town halls dress up the streets and families think about Christmas presents. It goes without saying that the run-up to the festive season is a busy time for stores and streets. That's why many small brands and designers join forces to create designer markets or concept stores, like Pyramid and its DNVB. It's a godsend for these digital natives to join forces on a theme and cut costs when rental prices soar.

Ephemeral stores are an opportunity for small and seasonal brands. Take the example of Cabaïa and its hats, which need to maximize their visibility in winter. To achieve this, they integrate physical deployment into their strategy: corners in shopping malls or department stores.

The Christmas period is also promising for brands with original gift ideas. We necessarily think of fans of pop-up stores like the Galerie Ephémère by Wilo & Grove or the ephemeral boutique Les Raffineurs .

And for major brands, it's the time to create a marketing coup around an original concept, an exclusive holiday product, to gain visibility over the competition.

Chanel n°5 pop-up store in New York: Chanel n°5 in the snow

A unique New York winter experience in the Chanel Village. An alpine dreamscape on the fan-favorite skating rink of Standard High Line. It was transformed to match the 2019 campaign for the iconic fragrance le N°5 with muse Lily Rose Depp. Visitors could stop by the rink (decorated in Chanel's signature black and white) to skate, enjoy hot chocolate, seasonal treats, and take part in photo shoots around Chanel's giant, snow-covered N°5 perfume bottle.

Balzac's winter home in Paris' Marais district

The T.P.R (Toujours plus responsable) Balzac Paris brand has set up shop on rue de Turenne in Paris. What makes it special is that it was co-designed with the brand's community via the Instagram platform. Balzac called on its followers to find out what they wanted to find in the ephemeral boutique (types of products, events, activities, tastings...). La Maison d'hiver was an opportunity for the brand to get closer to its customers through a program of activities and festivities. A veritable living space, it featured a coffee corner and library, where customers could sample cupcakes from the Maison Nomade zero-waste tea room, an embroidery workshop to personalize their products, and a large collection of games for children in need.

Rossignol pop-up store spends winter in Paris...

Rossignol takes up residence on rue de la Paix! Pop-up stores are the best way to manage seasonality. Rossignol has understood this well: the brand known to winter sports fans is moving into the urban world with a Parisian pop-up store.

...to develop its off-piste presence during a key period of the year,

Rossignol is a brand we know well when we're used to going to winter sports. Skis, hats, down jackets, pants, gloves... we've often had at least one Rossignol item in our equipment as avid skiers. The pioneering winter sports brand is now looking to expand its offering from the mountains to the city center. This is not Rossignol's first venture into the urban world. But setting up shop in the fashion capital at the height of the winter season, thanks to the concept of an ephemeral boutique, was an essential step in developing the brand's off-piste reputation. The Rossignol ephemeral store is located in the heart of Paris, on an emblematic street (rue de la Paix): an excellent neighborhood for a brand that positions itself as sport chic! We couldn't agree more!

... to complete the brand's e-commerce offering,

Rossignol recently redesigned its website, imposing its new style. In this way, physical stores contribute to the development of the brand's visual identity and message. The complementary nature of the points of contact with consumers is important, as it allows them to be immersed in the brand's environment through a physical in-store experience. And yes! Don't forget the golden rule: omnicality, omnicality, omnicality!

... and to tell a story.

In addition to offering Rossignol products, the pop-up store is reminiscent of a gallery that traces and pays homage to sportswear and France, with portraits of sporting icons and shades of blue, white and red. The materials, lighting and colors used recall the mountain environment: slate, stone, wood and metal... A catwalk showcases the brand's line of sports shoes. Makes us want to go skiing, doesn't it?

3. Open an ephemeral boutique during Fashion Week

Creating a pop-up store during Fashion Week is one of the reasons for the success of ephemeral boutiques. Originally a form of retail appreciated by designers on a tight budget, it was (and still is) a way of being present at a time when all the fashion players gather. If you're in the fashion industry, opening an ephemeral boutique during Fashion Week is a great way of targeting a large number of people in this sector.

Every year, the four major fashion cities, the “Big Four”: Paris New York, Milan and London attract journalists, designers and buyers for Fashion Week.

When does it take place? For a week, twice a year. For the spring-summer collection generally between February and March , and for the fall-winter collection between September and October .

Although known for its Haute-Couture with its great couturiers such as Yves Saint Laurent, Pierre Cardin or Christian Dior, it is an opportunity for smaller names to publicize its creativity and know-how . If you are in the fashion industry, opening a pop-up store during Fashion Week effectively allows you to massively target people in this sector. The Fashion Week period is therefore one of the key dates for renting a pop-up boutique and transforming it into a showroom for a week.

Discover our pop-up boutiques ideally located for Fashion Week.