Top of the pops
Words by Emily Brown
Pop-ups are a not a new retail concept, but we are now seeing brands using them in more creative ways, using limited-time pop-ups to create brand hype on social media.
We look at some of the latest pop-ups in London, and how these are tailored to the rapidly evolving needs and expectations of Gen Z and Gen Alpha consumers.
Sol de Janerio
Sol de Janerio is a Brazilian cosmetics brand that has gained significant traction since its launch in 2015, particularly with Gen Zs and Gen Alphas who resonate with its ethos of inspiring self-confidence and expression. The launch of its fragrance line in 2020 gained significant hype on social media, triggering rapid growth, with the brand expected to hit $1bn sales in its fiscal year of 2023-4.
A pop-up in Westfield London in partnership with Sephora for a 4 day event last month allowed customers to explore the bestselling products through demonstrations and workshops. The addition of interactive technology to enhance the brand experience, including dance off machines, games, free samples, and ‘lockers of luck’ where guests can win exclusive merchandise, particularly targeted Gen Alpha audiences who seek more interactive elements.
A similar partnership took place with LookFantastic in Battersea Power Station in July as a 3 day event for the launch of Sol de Janerio's latest fragrance. Designed as an ice cream truck, the pop-up offered free samples of the new fragrance, as well as exclusive ‘Sol de Gelato’ ice cream inspired by the fragrance flavours, paired with a DJ set and interactive displays.
Blank Street
Blank Street are an American speciality coffee brand who have rapidly expanded from its first UK store in June 2022, to 30 locations as of May 2024. The brand has been highly successful in appealing to Gen Zs; its minimalist aesthetic, paired with its range of unique, sweet drinks targeted at those who are less caffeine-inclined has created significant brand hype – their famous blueberry matcha went viral on social media, heightening brand awareness.
Blank Street are hosting a brand partnership with Rocket Padel in Battersea Power Station from July to September this year (seen above), which includes hangout areas, exclusive aesthetic merchandise and a complementary matcha drink from their new summer menu. The strategy of partnering with a sports brand that is increasing in popularity among the younger market and locating in a high footfall retail location, is an innovative way of increasing brand awareness and demonstrates its attention to market trends.
Jellycat
Jellycat is a premium soft toy brand that specialises in collectable character and amusable object soft toys, particularly popular with Gen Z. The brand has launched a unique pop-up in Selfridges, London this summer to celebrate its 25th anniversary, in the form of a retro fish and chip van in the toy department where customers can order plushies replicating fish and chip menu items e.g. battered cod, chips, lemon, peas and vinegar, and watch them be 'prepared' by staff in a realistic roleplay. The pop-up has gone viral on TikTok, with videos of the experience posted by guests receiving millions of views. It is running until the end of the year, prolonging the impact, but customers are required to book tickets online, creating an element of exclusivity to the event.
These examples show how brand experiences now must move beyond the core products, to portray a story of the brand and create a journey for guests to follow through the experience, with focus on how brands fit into a lifestyle. Understanding market trends relating to the target audience is key, particularly in relation to the pop-up location. These examples have located pop-ups in key landmark locations that will resonate with their target audience, maximising the event exposure. Use of additional experiences such as music, immersion, refreshments and activities are key to capturing the attention of young audiences by creating a point of difference and helping them to understand how the brand can resonate with them, while time limitation also elevates exclusivity.
While brands can measure the impact of pop-ups in terms of sales and brand awareness, landlords will largely measure the success of pop-ups through rent and footfall achieved. Renting of disused space to trending, innovative brands can create significant footfall, however, it is important for landlords to recognise how the brands and the events link to the wider proposition of the asset, to ensure the target market is reached.
Emily Brown
