This Heineken pop-up store is hidden in a fake supermarket
The Heineken pop-up store created the event by proposing a concept never seen before. It took the form of a fake supermarket behind which was hidden a bar. Located at 43 rue Notre Dame de Nazareth in Paris, this supermarket will have been very temporary since it remained open for only one week at the beginning of May 2022. This pop-up store was part of the communication strategy around a new product: Heineken Silver. As in the other example...
#Gransharing: this Zalando popup store revisits the intergenerational link
On 14 and 15 December, 2019 Zalando opened the pop-up store #Gransharing in Brussels (rue Antoine Dansaert 64). This pop-up store was designed to celebrate and promote the intergenerational bond around the hashtag #gransharing. Sarah van den Eertwegh, PR manager of Zalando, explained to me that her company had set up a panel of 16 elderly people (the “grannies”) in order to rebuild a link with the younger generations through digital tools. These grannies can chat...
INTERVIEW WITH Andreas Rauschenberger
BestPopUpStores : can you present us your company ? Andreas Rauschenberger : The Rauschenberger Catering & Restaurants GmbH & Co. KG is a leading event caterer and also runs 3 restaurants. The vision of the company is to be an excellent gastronomy service provider with high quality service and perfect internal processes. BestPopUpStores : What are the reasons behind launching this pop-up store? What is the role of the pop-up store within the marketing strategy of the company ? Which goals...
Sony launches underwater ‘Xperia Aquatech’ pop-up store in Dubai
Japanese brand Sony innovates again by opening its Aquatech Store Xperia. The futuristic aquatic concept store is located four meters under the sea, in the The World Islands off the coast of Dubai. The pop-up store launched on December 3, 2014. Its three-day run was the result of a smart marketing campaign promoting the model Xperia Z3 Dual, a product that is totally waterproof and resistant to the pressure of water and dust. Access to the architectural and...
Franchise Expo Paris : what’s new and what we liked
The professional fair “Franchise Expo” has been organized for 30 years in Paris. The 2014 edition took place from March 23rd until March 26th and more than 500 companies were presenting their franchising concept. Several sectors were represented : services, hotels and restaurants, minimarkets and supermarkets, specialist outlets, fashion, real estate, …. As you can see the list is very long but some categories or sectors were overrepresented : restaurants and food shops accounted for 1/3...
