A pop-up store for every season

In the early 2010s, when pop-up stores emerged on the urban landscape, they were merely a novel concept with an uncertain return on investment. A few years later, the concept has evolved into a standard, meeting both brand objectives and public expectations. Major annual events or even the changing seasons often serve as a perfect excuse to launch a pop-up store.

Key moments of the year: perfect opportunities to launch a pop-up store.

A quintessential creative tool, the pop-up store effortlessly adapts to the diverse commercial or communication goals of brands. The core idea is to constantly reinvent the original concept, offering customers something fresh and innovative. The changing seasons and key annual events often provide the perfect excuse for launching a temporary store. In the world of luxury and high-end fashion, Fashion Week is undeniably the event not to be missed—an ideal opportunity to open a showroom in an elegant district of the capital, for example.

The launch of a pop-up store: every brand has its season.

There are many other moments throughout the year that can align perfectly with the launch of a pop-up store. This strategy is particularly suited to brands with strong seasonality. Back-to-school season in September, year-end holidays, Valentine’s Day, the arrival of spring, Mother’s and Father’s Day, summer vacations—each season offers a series of small and large events that present valuable opportunities for brands to capitalize on.

This year, pop-up stores celebrated the arrival of spring in grand style.

This season, as soon as the warmer days arrived, major brands launched captivating campaigns for their clientele by opening pop-up stores in various iconic locations around the capital. Swiss watchmaker Zenith chose the prestigious Place Vendôme to host an exhibition showcasing the history of its Zenith Defy collection, from 1969 to today. Meanwhile, a completely different atmosphere awaited visitors at Laure Hériard Dubreuil’s pop-up store at Le Bon Marché. The founder of The Webster—a 2,000 m² concept store in Miami Beach blending luxury labels and emerging designers—was this time presenting her own brand, simply named LHD. Her corner featured her vision of the perfect summer wardrobe, designed for vacation getaways. With such offerings, resistance seemed utterly futile!

The Dior Summer Pop-Up: Boarding Now for the Cyclades.

How about going a little further? That’s exactly what Dior invites us to do, as the luxury house chose the Greek island of Mykonos to host a summer-long pop-up store. From June 15 to October 15, 2018, Dior showcased a capsule collection blending fashion, books, and jewelry, along with a selection of standout pieces from its fall collection. This exclusive offering was sure to catch the eye of vacationers visiting the ultra-chic Cycladic island.

Through the seasons or during the year’s key events, create exceptional showrooms in the most stunning districts of the capital. With Make It Happen, life is a never-ending celebration—let your clientele know it now!