Fashion has recently bee obsessed with pop-ups. Not too long ago, there was the Prada Nylon Vela, which showcased the fashion house’s famous nylon bags that were updated in new colours and styles. Italian footwear brand Golden Goose Deluxe Brand (GGDB) also joined in the fun and debuted its first-ever pop-up shop in Singapore just last year in October.
Fashion retail and the art of selling is no longer just about opening a store and waiting for customers to come by. It is now about dynamism. With pop-up stores, brands can test new ideas and products or use the opportunity to make the shopping experience a more engaging and immersive one for consumers to understand their brand and product better.
So what exactly makes a really good pop-up store? Well for one, a great design and concept (make sure you stick to it though) that makes sense and is pleasing to the eye (and camera) is a good start. Take for example Miu Miu’s latest Disco Pop-Up that will run from 7 to 21 February in Paragon Mall on Orchard Road. The Instagram-worthy space is decorated with hot pink fittings and features glittering Miu Mu disco balls and a mirrored bar.
Another example would be the Fendi Kiosk, a travelling pop-up store by the Italian fashion house that is currently available till 18 February. The design ethos takes its cues from the Roman style vintage newsstands typically found in Rome. The pop-up will also be adorned with magazines featuring Fendi’s top covers and the interior draws its inspiration from Roman apartments.
Besides a very Instagrammable interior (and exterior), a good pop-up store should also sell the brand’s newest, most popular products that will instantly catch a passerby’s attention (limited edition ones would be great too). For Miu Miu’s case, the brand has kept in line with its glamorous decor and will feature a selection of lavish bags, shoes, small leather accessories, jewellery, and t-shirts.
One of the brand’s prettiest bags, The Miu Lady, will be available as well. The popular bag comes with the most beautiful antique stones in a quintessentially feminine and delicate colour palette that will appeal to fashion girls.
Fendi will feature both women’s and men’s collection with a focus on its statement bags and cute accessories (i.e: its popular bags charms and bag straps). Small leather goods, sunglasses, and a few ready-to-wear pieces will also be available. With its highly covetable accessories forefronting the pop-up, it’s hard not to walk past without taking a second look at them.
Like this? Check out all the Spring/Summer 2018 micro trends we are obsessed with, the best-dressed folks at Fendi’s new Ion Orchard store opening and our edit of the coolest designer bucket bags to get now.