I think experiential marketing can be particularly effective for the right situation, and now I read about a Jack Spade Pop Up in LA:
“The hardworking brand’s latest pop-up is now open in L.A.’s Apartment Number 9, where it is offering a full range of accessories and making the West Coast debut of its first apparel collection. A wide range of contributors and collaborators from secondhand hounds like Reference Library’s Andy Beach and our buddy (and Spade alum) Mister Mort to comedienne Phyllis Diller have curated a selection of vintage goods, including, in the spirit of fun, comedy albums and Halloween costumes. Spade stays in residence until, appropriately enough, October 31. Jack Spade at Apartment Number 9, 9877 Little Santa Monica Blvd., L.A.”
Well done to Matt and the team!
This summer, however, Pop Ups popped up in Paris, something of shock in a traditionalist culture like France, with openings by Maria Cornejo and Uniqlo, though the store of the moment was very much Prada’s remarkable “Brief Boutique”. Inspired by Pont Mirabeau, the store’s huge photo facade features the same charming rusty green arches of the 1893 steel bridge on the Seine. Its entrance door is flanked by a photomontage of two of Mirabeau’s key statues – Le Commerce and Abundance, by sculptor Jean-Antonin Injalbert. The brainchild of architect Roberto Baciocchi, the store will close late December, when Prada’s Left Bank flagship, also by Baciocchi, reopens after renovation. Prada also opened a one-week version last year for Art Basel and created London’s coolest temporary nightclub, The Double Club, a restaurant-bar-dance-floor, created by the Italian label’s special events maestro Jan Kennedy, where 75,000 hipsters came to dine in just six months.
Amid all the complete and utter chaos that was yesterday’s Fashion’s Night Out, Anna Sui’s pop-up shop for Target (featuring designs inspired by characters on Gossip Girl) might have faded into the background of all the fashion Bacchanalia. However, there was no sign of that as people waited in line throughout the day for a glimpse of what can only be described as a goth meets Alice In Wonderland themed girl’s boudoir.