VMSD - April 2014 - (Page 42)

Top Collector, a Berkeley, Calif., art gallery, took one of the two dedicated pop-up spots at SFO's renovated Terminal 3. It's an affordable, short-term commitment for a chance to reach a million passersby. Above San Francisco's McEvoy Ranch grabbed the airport's other pop-up envelope for its olive oil and body care products. Though fixturing is provided by the airport, the retailer brought in its own branded merchandising system. 42 APRIL 2014 | vmsd.com And then there's the new pop-up opportunity at San Francisco International Airport, part of the airport's complete redesign of terminals 2 and 3. The concourses include two 300-square-foot spaces adjacent to the waiting areas and restaurants. "The idea was to create an envelope for pop-up retailers who could afford a small financial investment for a short term," says Melissa Mizell, senior associate and design director at Gensler's San Francisco office, who was part of the airport design and strategy team. The idea was also to feature local, non-traditional retail names that already had an existing concept somewhere in the Bay Area. The first two pop-up occupants were Collector, a Berkeley, Calif., art gallery focusing on handmade jewelry, paintings, pottery and gifts; and McEvoy Ranch, a local purveyor of olive oil and body care products that had a small, Gensler-designed store at the San Francisco Ferry Building. The airport provides some wall fixtures, "but McEvoy went beyond what the airport provided," says Gensler Principal Michael Bodziner, "bringing in some of its own branded loose fixtures for an elevated brand presence." But even for those without their own store components, the project allows for a minimal investment, making it attractive for small local businesses that can benefit from the exposure. (Even the terminal's newsstand is run by a local company.) "And if it doesn't pan out, it has been for only a limited time," says Bodziner. "Either way, the brand exposure is considerable, like buying a billboard on Hollywood Boulevard." Or maybe even more. Mizell says Boarding Area E alone has the potential for 1.9 million visitors each year. "I think there's something refreshingly unexpected about a pop-up," she says, "especially in an unconventional experience. It grabs people's interest. There's an element of surprise." S EL L IN G IN T HE SU BWAY Pop-ups have been in inline stores, kiosks, shop-inshops, carts, tables, tents, individual fixtures, counters and even digital presentations, like the virtual supermarket called Home Plus that British retailer Tesco established in South Korean subway stations. The concept is aimed at the country's more than 10 million smartphone users. The store's "shelves" are product pictures featuring QR codes, so the shopper can use her phone to scan her choices and build a shopping basket while she waits for her train. Deliveries are measured in hours, or even minutes, rather than days. T HE AN Y W HER E, EVER Y W HER E S H O P "As consumers become more used to purchasing 'anywhere,' their perceptions have definitely changed," says Green Room's Langley-Swain, whose firm is one of Europe's leading experiential design practices. "They have become more accustomed to the pop-up as an integral part of the purchasing funnel." However, he cautions that retailers should put as much design thought into pop-ups as into full inline stores. "When considering the pop-up activation, brands and retailers need to be mindful of the overall journey to and beyond the pop-up experience," he says. "Building hype and awareness through in-store, digital, social and above-the-line (ATL) channels will not only avoid the pop-up becoming an isolated, deflated experience, but also allow visitors to extend the brand experience beyond the pop-up itself."  Ryan Fe t t e R s , sa n FRa nci s co PO PPING U P AT AIRPOR TS http://www.vmsd.com

Table of Contents for the Digital Edition of VMSD - April 2014

VMSD - April 2014
Contents
From the Editor
VMSD Editorial Advisory Board
The Goods
VMSD Designer dozen 2014
In the Black (and White)
Singapore Sling
Look What’s Popping Up All Over
Showroom
Ad Index
Checking Out

VMSD - April 2014