How To: Design A Pop Up
10 Jul 2015
While the judges are busy shortlisting the Space For Ideas shop competition applications, we chatted to one of the retail design agencies who will be responsible for the shop fit, Sheridan&Co. They specialise in helping top brands create retail environments that will resonate with their customers. They will be mentoring the winners of the competition and helping one of them fit out their store, but as we wait eagerly for the results, here’s your chance to learn from the best and be inspired by their work so far. These are their top 6 tips for how to approach the design of a pop-up.
Today we inhabit an extremely connected, information-rich and convenience-driven society. With that comes an immense amount of pressure on retailers to successfully reach their customers and create memorable brand experiences. Pop-up innovation was thus born out of the desire to innovate. This has shaken up the retail world and has not only proven to be a lasting component of modern retailing for many brands, but it has also become a good way of testing a concept in a retail context to find out if the offering is relevant in a specific location.
We at Sheridan&Co are aware that it is vital to understand what your customer wants and needs is key in order to stimulate brand engagement. A comprehensive retail strategy and clear plan will help to deepen this understanding. Whatever the purpose of your pop-up, the following strategic principles will prove useful:
Know your competition
A competitor review is undeniably one of the most poignant aspects to pop-up store planning, as is some form of mapping to denote comparative weaknesses. These can be used to gain a competitive advantage, which can be capitalised upon through the store implementation, offering and design.
Know your customer
Consumer Groups must be identified, and a breakdown of this and their specific behaviours helps define how to cater to them. The mere existence of the pop-up concept derives from retailers catering for changing consumer behaviours and trending consumer groups’ expectations.
Looking at trends from a broader social and economic view, right down to sector or product specific trends will help map out components such as where to locate your pop-up store and what range of merchandise to include in the store.
Do not be afraid to take inspiration
This includes looking at examples of innovative brands that have been successful in the same area. Take note of notable successes and failures.
Give people a reason to visit
What can they experience in store that they cannot online?
Check your budget
A pop-up is essentially a promotional exercise, not something that will be lasting for a significant period. The budget needs to be sensible, but realistic.
Following these tips will be a great starting point for building a clearly defined in-store experience and a strong brand presence.
See more projects that Sheridan&Co have worked on on their website.
Find more pop-up tips in our guides.
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