The document discusses pop-up stores and how they can benefit both brands and shopping malls. It details a case study of a pop-up store created for Castello Cheese. The pop-up store was designed based on consumer research and needed to provide a complete shopping experience. Several challenges were overcome to create a modular, easy to assemble pop-up that could travel to different locations. The pop-up was successful in generating sales, reshaping discussions with retailers, and providing consumer insights that could help with future plans.

1. DATE | APRIL 22nd  2015
“A CURTAIN CALL FOR POP-UP STORES & MALL OPERATORS”
How brands are leveraging Pop-Ups in Shopping Centre's

2. “THE POWER OF POP-UP”
On how a brand can benefit from Pop-Ups

3. “… and then I got a call from CASTELLO…”

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Table of Contents
7) Video Opening Babylon of the 1st Pop-Up
5) Our Brief From Castello…
6) How we did it and the challenges!
3) Why Malls Should Embrace Pop-ups…
4) An Example Of An Event Based Pop-Up.
1) Intro – Got A Call From Castello Cheese!
2) What Is A ‘Real Pop-Up’, Anyway?
8) Handover – Francesco Leone

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Quote – JLL
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“If new products can come
and go, why can't stores?”
This is the premise behind the Pop
Up phenomenon that has taken
over the world of retailing.

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Why Malls Should Embrace Pop-ups…
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1) To Introduce New Retail Concepts And Brands
2) To Move E-tailers From Clicks To Bricks
3) To Introduce A New Brand / Product / Service

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Why Malls Should Embrace Pop-ups…
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4) To Create Unique And Experiential Events
5) To Create Museum Quality Exhibits
6) To Create a buzz / Garner PR / Generate revenue

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A UNIQUE POP-UP MUSEUM EXHIBIT
A Van Gogh Museum Pop-up Experience
A HIGH END POP-UP EXPERIENCE
THAT WILL INSPIRE YOU…
Seduce your mall visitors, whilst
honoring 125 years of the
master's inspiration..

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A UNIQUE POP-UP MUSEUM EXHIBIT
A Van Gogh Museum Pop-up Experience
Specially tailored product
merchandise, make
the experience complete…

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Our Brief From Castello
Castello Cheese Pop-Up Store
We were asked to create a design and
develop a Castello Specialty Cheese
Pop-Up Store in line with the outcome
of their extensive consumer research.
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Our Brief From Castello
Castello Cheese Pop-Up Store
The Pop-Up store Design needed to
reflect the likes and dislikes of their
Castello Consumer profile.
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Our Brief From Castello
Castello Cheese Pop-Up Store
It needed to be a complete
shopping experience that could serve
as a possible starting point for further
international retail development of
business to business as well as b2c.
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How We Did It and the Challenges We Faced
Castello Cheese Pop-Up Store
We had to overcome many challenges
in the countries we travelled to with
the ‘Pop-Up Roadshow’
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How We Did It and the Challenges We Faced
Pop Ups need to look & feel like a permanent store, but must be…
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1) Modular fit out- dimensions and locations vary greatly for pop ups
3) Must not alter the spaces/locations in any structural way
2) Easy to assemble and dis-assemble due to limited time lines for pop ups
4) Be re-usable without too many touch up expenses
5) Affordable, Turnkey & Merchandised/Staffed/Trained and ready to Pop

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How We Did It and the Challenges We Faced

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Video Opening Babylon of the 1st Pop-Up
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Table of Contents
7) Contact
5) Why We Did It
6) Results
3) Events…
4) What We Did
1) Consumer Interaction!
2) PR & Marketing

21. Consumer Interaction…

22. PR&Marketing

23. Experiential, Event Based ‘EAT THE ART’
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24. 1) BIG IDEA CAMPAIGN
2) WORKING THROUGH THE LINE
3) EXECUTED RELEVANTLY LOCALLY
What We Did

25. WhyWeDidIt

26. Earned Media Summary
Total Placements Total Impressions
316 23,933,547*
*All coverage was comprehensive of the store’s activities and offerings.
UK 14,000,000
impressions before
press event

27. KEY SOCIAL METRICS
Total Social Impressions: 1,735,240
Twitter Impressions: 1,254,228
Facebook Impressions: 481,012
Total Posts: 65
• Number of Castello Facebook Posts: 22
• Number of @CastelloUSA Tweets: 32
• Number of @CastelloUSA Instagram Photos: 11

28. RESULTS
• Reshaped discussion with retailers locally making Castello the cheese experts
• Got permanent Merchandising on the agenda and rolling
• Sold 40t of cheese as a one off in one meeting with Publix in the pop-up store
• Got retailer tastings and excitement around new possible listings and
early seeding of 2015 plan
• Could share consumer insight and inspiration to retailers from the store

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Contact Info
“A CURTAIN CALL FOR POP-UP STORES & MALL OPERATORS”
How brands are leveraging Pop-Ups in Shopping Centre's
📞
Tel +31 654988843
Email Info@retail-is-detail.com
Internet www.retail-is-detail.com
A Presentation By Retail Is Detail 2015