Are you planning a pop up shop?
There’s more to planning a Pop Up shop than just choosing a location. Being that these shops are temporary in nature, the window to leave a lasting impression on consumers is small. It is critical that your pop up shop is optimized to display your product and brand, if not better than a more permanent retail space.
A boring or cluttered display may not draw potential customers in, or a poor quality shop could potentially damage your brand’s image. We have many pop up shop examples and suggestions to help guide your design to match your brand. Pop up shops require extra attention to design to ensure every edge of the design is finished and representative of your brand.
David Flatt LTD has over 25 years of custom manufacturing and design experience. We can help you each step of the way and provide everything from pop up shop ideas to the pop up shop rental needs you’ll have. If you need expert advice or if you’re looking for a pop up shop in NYC, the tri state area, or beyond, you’ve come to the right place. Meet David, the President of David Flatt LTD, as he shares his best pop up shop tips.
Planning is Design, Design is Planning
I got involved in pop up shop design because I wanted to build useful things. I started as more of a craftsman than a designer; building things like furniture. I realized that planning is really design. Good design is artistically considering materials and outcome, so that you're not wasting a lot of the tree or throwing away a lot of the scrap just to get to your end result. With a good design, you use the minimal amount of materials to maximize functionality. That, in a lot of ways, is where the true beauty lies.
Pop-Ups Are Like Tiny Houses
There are two basic kinds of pop-up shops. A stand alone pop up shop includes free-standing booths and can be located in a hotel lobby, exhibit hall, or other open space. The second type of pop-up is the kind that operate inside an existing retail space with a short lease or special arrangement for a non-temporary stay.
Stand alone pop-up shops are a different animal. Because of their temporary or mobile nature, they have to be concise. The pop-up shop is a lot like a tiny house; each one can look vastly different from one another, but the principles of its design require every component to be purposeful and creative with every inch of the space. As such, a stand alone pop up shop usually requires finishing on all angles of the design: top, bottom, back, front. Every little surface is as important as any other. Often these shops are self-contained so they can be closed and locked up outside of operating hours, which means each component and surface needs to be optimized to work in synergy.
Pop-ups inside an existing retail space are totally different; we build them and they sit there for a period of time before either going away or moving to some other place. The owners want to spend the absolute smallest amount of money to move from one place to the next, so they don't want to make any big changes. Fortunately, retail spaces are, more or less, universally rectangular in shape. The design becomes all about rental and what you can move around—what's available and what items can be mixed together. They are more concerned with the disposable.
Create a Can’t-Miss Experience
It's so easy to shop online, retailers are faced with the problems of differentiating themselves more than ever. And they're faced with the problem of: how do you get a person into the store? You must create a can’t miss experience.
Make It Instagrammable
One of the reasons I think pop-up shops have become the new norm, is that they match the theme of what’s happening around them. If you look at social media, we’re seeing temporary content through stories and Snapchats. These things disappear. They’re not forever. With pop-ups, there’s an urgency. There’s unique offerings and there’s a limited supply and amount of time to be part of that experience. Speaking of social media, one of the biggest trends we’ve noticed with these pop up projects is the emphasis on designing fixtures that are “Instagrammable.”
Offer What Ecommerce Can’t
The touchy-feely aspect of garments and jewelry also becomes way more important. I mean, yes, you can buy fashion online, but you are looking at a photograph, trying to see a level of polish or the texture of the material. You might be left with a bad photograph, odd lighting, off-color edits, or a compressed photograph that is too small to see details clearly. Some things are standard commodities that can be easily bought online, but really special things are the opposite of commodity.
It's the retailer's opportunity and responsibility to do that personalizing, customizing, showing materials, explaining the value. This is best done in person and with experts on the materials and finishes. The upside to the pop up shops NYC has is that they offer an experience the website can’t.
How is the David G. Flatt LTD Approach Different?
We proudly design pop up shops that are uniquely representative of the brand we’re creating them for. Many other designers style shines through their work. We don’t strive for our own look with our pop up shops, we individualize our designs for each customer. We spend a lot of time with our clients, understanding not just how their brand looks, but how it feels and breathes. And then we're able to learn their system and create something ideal for it. We're really good at customizing our look to fit that customer's look. We're able to customize our standard elements in such a way that they don't look like standard elements anymore.