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POP-UP STORE
VIEW FROM ABOVE
3. Crossover is the place of the most value. Eventbased experiential space will always have a value. No other approach allows the consumer to literally immerse himself in the brands values. And even in the face of web-based retails rapid growth, consumers will always choose to experience a physical environment we call a store. Tomorrow, however, will be different for agencies, retail designers, brands and consumers. Brands are requiring their marketing departments (and thus agencies) to collaborate closely with their merchandising departments (and thus retail designers) to develop powerful experiences that drive immediate sales. Seasonal events, new product launches, talentbased events, super-niche products, engagement in storebased mass-customization of products are all the lexicon of event-based retail.
This crossover point between event-based and transactional experiences is a high-value opportunity to develop programs for brands, their retail customers and your agency. Keys to the success of this model include available locations, willing landlords, appropriate demographics, seasonal or event-focused timing, well thought-out merchandising and hyper-focused branding, integrated digital platforms, and the ability to design, implement and knock down as quickly as possible. n
Seven tips for going from idea to pop-up store in eight weeks
A rapid design, build, implementation and removal produces maximum value for all parties in the event-retail program. More speed means more launches and locations, means more revenue, means more success. With timelines measured in weeks rather than months, its critical that agencies and their partners align with clients from the outset.Tips for going from concept to grand opening in just eight weeks: 1. Footprint before pitch. First things firstfinding the
right location or perfect event for a pop-up is the most important part of the process. Carefully think out the demographics of a project, and work with the client and property owners or event programmers to secure the optimum venue. Know what your site MUST have, and know what you can let slide in a negotiation or site selection. Pop-ups can be open for a matter of days or weeks rather than months, so plan to work out a special contract with the property owner. And, be ready to convertmore pop-ups are getting the green light to go long-term as revenue generating, transactional spaces.
To upgrade your agencys pop-up store experiences, visit image4.com or email popup@image4.com
Exterior sign. Dont let this one catch you by surprise. A popups exterior sign can range in cost depending on the message you want to send to passers by. In most cases, the sign will have to receive a permit which requires time and money (and also means it has to be drawn and submittedwhich takes even more time). Venues vary, and signs may have to be hurricane or earthquake certified, depending on where your program is launching. Also, the more complex the sign, the higher the costs, and internally illuminated signs will require a specialty installer.
To upgrade your agencys pop-up store experiences, visit image4.com or email popup@image4.com
ReForm becomes the event agencys go-to pop-up store exhibit system
Using the ReForm system takes the build requirement out of the leased space. Site costs drop, because the client is not leasing the space while Image 4 is building the project in its Manchester, NH factory. For example, if a project is going to take eight weeks to build, a client may avoid paying rent for that time or will have to work out a special deal with the property owner. And once a pop-ups run has ended, ReForm environments can be collapsed in two nights, as opposed to the five to 10 days needed to dismantle traditional construction. Now agencies and retailers have regained control of the build cycle, Baker says. The ReForm system also minimizes the chance of costs that can be incurred for damaging or having to repair the building a pop-up is housed in, so it saves the time and materials cost needed to remediate the site. Since Image 4 engineers and builds out each ReForm project in a factory, agencies and clients can actually walk through the environment before it is deployed in a location footprint. This eliminates the unknown of what the space will look like and work like before its installed onsite, and makes it easier to refine designs and make changes quickly and at lower costs than custom builds. The fact that ReForm can be leased or rented easily allows projects that are planned for a short-term run to go long-term if they are successful. The end product can also be moved from one location to another, with the same aesthetic results. An added bonus: In most jurisdictions ReForm is considered a shop fixture, it doesnt require building permits to install. Its just like going and putting paint on the wall, except now youve got an entire environment, Baker says. n
When the panels are assembled into the framework, the extrusion is completely hidden, resulting in a flat, nearlyseamless wall surface. The panels are clipped to the face of the extrusion with a retaining clip, and it becomes load bearing in sheer and in torque. The panels snap in and out of extrusion retainers with a special tool, and it takes about a minute to install a four by eight panel, and 15 seconds to remove one. The system supports all architectural finishing techniques we use today, from laminates and paint to wall covering and magnetic graphics.
The systems ability to accelerate the launch is amazing depending on the project, we can engineer, specify and build anywhere from equivalent time, to half the time as it would take onsite. We have launched 800sf concept to keys in eight weeks, says Image 4 CEO Jeff Baker. Once onsite, a typical ReForm pop-up install is up and running in just two days. ReForm is a solution for pop-ups where the branded environment has a significant aesthetic contribution to the outcome of the projectwhere more than a graphics or paint-based solution is needed. The system delivers a high-value brand environment where the fit, finish and materials make a difference to the brand experience.
To upgrade your agencys pop-up store experiences, visit image4.com or email popup@image4.com
Traffic Jam
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Four common reasons pop-ups go over-budget, and three tips for wildly successful client outcomes
Successful pop-up stores are a direct results of many moving partsunderstanding those parts can mean the difference between a hit and a miss. Four ways pop-up stores go over-budget: 1. Bad planning. Every project needs a detailed timeline
and plan that everyone on the team works to. The program manager should align the plan, assign responsibilities and have a project manager with the authority and responsibility to make sure it all happens accordingly. Conducting a detailed site survey once a footprint is secured for the pop-up is the first and most important step in getting it right. Scrutinizing the small details such as door sizes, ceiling heights, electrical load access, and access issues to reflect the Americans with Disabilities Act requirements is essential before space design gets underway. Remember that big problems occur when components for a store are built and wont fit into a site. Spending up front for your build partner to come out and do a detailed site survey can save 10 to 20 times the cost of fixing mistakes later on.
Heres a few thoughts about creating a perfect, repeatable program. 1. Clear scope. Developing a clear scope of project with
indicated deliverables from each partnerincluding the client is critical. This document makes everyone responsible to the outcome of the project, so put in the effort and create a detailed Scope of Project document. The most successful projects start with long hours in the meeting room, but pay off when the project opens on time and on budget. Involve, trust, listen and act upon your partners input.
To upgrade your agencys pop-up store experiences, visit image4.com or email popup@image4.com
IMAGE 4
7 PERIMETER ROAD MANCHESTER, NH 03103 IMAGE4.COM 800.735.1130 SALES@IMAGE4.COM SALES OFFICES IN BOSTON, BALTIMORE, CINCINNATI, LOS ANGELES
any pop-up, anywhere. Whether youre rolling out just one store or 50, our design team and fabrication crews can make creating your pop-up environment quick and easy.
Pop-up store traffic analysis, layout, design and concept renderings Site execution of program metrics such as dwell time, traffic count, etc Fabrication of walls and floors rent, lease or buy Full exterior and interior engineering, graphics and signage Counters, kiosks, furniture, merchandise fixturing catalog and custom Technology offerings, from touchscreens and monitors to social media kiosks and photo/video activation Freight Management and tracking Installation, breakdown and storage
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Airports Malls and Street-level retail Inside existing full-time retail and department stores Concerts, fairs and festivals Trade shows Hotels Lounges Bars and Nightclubs And more!
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Quick Estimates.
We know you get frustrated by long estimate times, which is why we turn around quotes fastoften in 48 hours! Tell us what you want, well give you what you need. n
To upgrade your agencys pop-up store experiences, visit image4.com or email popup@image4.com