design:retail - September 2017 - 32

perspectives

032

Trading Spaces,
Pop-Up Style

HESE DAYS, THERE is an
abundance of vacant real
estate space just begging for
new and exciting retail tenants. New York-based Space
in the Raw (SITR), founded by real estate
pros, saw first-hand the link between
landlords looking to fill vacancies and
big brand clients that want to occupy
unique spaces for retail pop-ups, executive office space, company off-sites, etc.
Clients requested blank canvas
event, office or retail space to customize
for their unique and individual branding needs, and SITR became a source
for bespoke space, currently with bases in New York
and Atlanta. Here, Co-Founder Robin Fisher, a real
estate broker, shares how SITR matches unique
spaces with retailers looking to make an impact with
a pop-up or launch event.

design:retail: What are retailers looking for when
they come to SITR?
Fisher: Some retailers are seeking a total brand
experience-whether it's breathing new life into the
brand, launching a new product, or creating an experience for customers and employees that inspires
emotion and connection. Other retailers may be
looking to test a location and experience the demographic opportunity, before signing a long-term
lease either in that space or submarket.
All clients' needs are different. On average,
pop-up activations vary from one week to three
months. Target did a month-long pop-up in SoHo
to profile its new flagship location in TriBeCa,
while Grey Goose did a 10-day activation to profile
a new product.
d:r: When searching out spaces for retail clients,
what does your team focus on?
Fisher: Our team focuses on spaces that are mostly
SEPTEMBER 2017

DESIGNRETAILONLINE.COM

ROBIN FISHER
CO-FOUNDER
SPACE IN THE RAW

← Snapchat's
Snap Inc. Fifth
Avenue pop-up
store sells
Spectacles at
Bot vending.

ground floor, have window frontage, in trendy
neighborhoods, and surrounded by popular shops,
restaurants, bars and cafés. We look for spaces that
are fairly polished and easy to plug into, as well as
spaces with edgy character. Client's needs are unpredictable; therefore, we work to have a current
inventory of spaces to fit a variety of requests.
SITR takes spaces into our inventory as is. The
buildout that our clients choose to do in the vacant
space during their rental is up to them, as long as all
is restored to original condition.
d:r: How can temporary spaces help retail clients
build their businesses?
Fisher: Temporary spaces can help retail clients in
a variety of ways. If they are looking for additional
marketing and PR opportunities, as well as brand
exposure, then opening a temporary retail location can absolutely help their business thrive. If an
online retailer is looking to test the market with a
brick-and-mortar location, then opening a temporary retail location can be beneficial in helping that
business decide if, when and where they should
open a permanent space. Retailers are beginning
to depend on pop-ups as an integral part of their
customer acquisition strategy.

GLOBALSHOP.ORG

d:r: How do retail client needs vary
from city to city?
Fisher: New York retail clients are
looking for spaces in the correct location that can be transformed to fit
the mold of what they are looking for.
Foot traffic is key. In other cities, especially where
driving is the dominant form of transportation,
the location requirements have to take factors like
parking, tourist attractions and city-specific events,
plus trends, into consideration.
d:r: With the popularity of online shopping, how
are retailers creating brick-and-mortar experiences to attract more customers?
Fisher: Activations are key! In a society that is
consumed with technology, retailers must create a
reason for a customer to engage. A product launch
or pop-up store that involves an activity will compel a customer to expend time with a product, take
pictures that they stream on social media, and have
a memorable experience.
Technology in the space that ties the brand to its
product, interactive shopping (where you can either purchase on-site or ship home) in the space,
and entertainment will compel customers to linger
and encourage brand loyalty.
ROBIN FISHER IS THE CO-FOUNDER OF SPACE IN THE RAW AND
SERVES AS SENIOR MANAGING DIRECTOR FOR NEWMARK GRUBB
KNIGHT FRANK (NGKF). SHE HAS BEEN REPRESENTING RETAIL AND
OFFICE TENANTS FOR MORE THAN 12 YEARS.

Photo courtesy of NYCSTOCK/SHUTTERSTOCK

http://www.DESIGNRETAILONLINE.COM http://www.GLOBALSHOP.ORG

Table of Contents for the Digital Edition of design:retail - September 2017