From tech VR takeovers to fashion and beauty fairgrounds, the rising number of immersive brand experiences within vacant retail, F&B and entertainment units, signifies the pop-up trend is becoming an integral part of many brands' strategies. The flexibility that a pop-up offers a brand is incomparable. Whether it be for one day or for one year, brands are able to trial and test new products, places and audiences in a low risk and cost effective way. They also allow brands to fully immerse consumers in an environment controlled entirely by them, heightening audience engagement and generating a deeper brand connection. For online brands, it provides a platform to experiment with physical retail, or to ‘pop-up’ strategically in line with key dates, seasons and events. Whatever the objectives, our expert team are on hand to find the perfect venue.
As the demand for pop-up units exponentially increases, we have had the pleasure of working on an extensive portfolio of unique projects. From tech giant's immersive adventures to worlds first product launches, read more for some of our favourites.
The Inkey List- Covent Garden, London
In March 2022, skincare brand The Inkey List popped up in Covent Garden to offer a gamified beauty experience. With an educational focus for visitors to learn about the brand's products and their skin care needs, the pop-up was split into various zones, each containing games involving a series of skin-product related questions. Visitors were able to scan QR codes in each zone to build their own bespoke skin recipe. An Inkey studio space could also be found downstairs where the brand hosted press and influencers. This unit ensured the brand was able to implement all of their campaign's desires, and was located in the perfect spot to capture their target audience.
Nespresso- Old Spitalfields Market, London
In July 2022, Old Spitalfields Market was host to Nespresso's 'Brazilian Vibes Experience' offering busy Londoners a space to chill out in the height of summer with multi-sensory yoga and iced coffee. Located in prime position on the mezzanine overlooking one of the busiest marketplaces in London, Upstairs at Old Spitalfields Market is a ready-to-use white boxed unit with significant back of house space, a bar and kitchen facilities. The perfect unit to house a calming yoga space, as well as a cosy coffee zone amongst the hustle and bustle of the east end market, full to the brim of the brand's target audience.
Samsung- Regent Street, London
In August 2022, Samsung launched its 'Samsung Galaxy Unpacked Experience' at 55 Regent Street by creative agency, Cheil UK. The 'immersive technology adventure' offered visitors to explore Samsung's new devices as they submerged themselves in over 10 experiential zones. Situated on the intersection of Regent Street, Piccadilly, and St James, this spacious unit is 33,000 sq. ft and comprises three floors. With frontage on three sides, this iconic location enjoys 52 million visitors a year, 200,000 tweets a day, and worldwide media coverage giving it global reach. There was no better location for the tech giant's immersive experience.
Beauty Pie- Covent Garden, London
In July 2022, Beauty Pie launched 'The Warehouse of Dreams' in Covent Garden. The pop-up store offered visitors the chance to try the online brands products in real life and to learn about how the affordable high-end beauty brand operates. Planned and booked with our expert team, this venue offered the brand an ideal space to create a luxury beauty experience in busy and vibrant neighbourhood, home to a multitude of top-retail and dining outlets.
Shiseido- Covent Garden, London
In October 2022, Japanese beauty brand, Shiseido celebrated their 150 year anniversary with their first ever UK pop-up. With the objective to provide an ‘immersive and sensorial brand experience’ for their customers, the pop-up offered various educational workshops, skincare and makeup masterclasses, and influencer talks, including ‘Menopause in Coversation’ with Lisa Snowdon and Dr Naomi. The experience was located on James Street in Covent Garden- the ideal location for the prestigious brand in a buzzing central London location with a high ABC1 demographic.
Lounge Underwear- Covent Garden, London
Leading the way for all things ‘Comfort Made Sexy’, Lounge Underwear's mission is to redefine beauty standards and empower women worldwide. In December 2022, the brand retailed its underwear and various other apparel from its first ever physical pop-up store in Covent Garden. Perfect timing for the lead up to Christmas, this location couldn't have been better to raise brand awareness in one of the top festive destinations in the capital city. Following the pop-up's success, the brand launched a second this year in line with the build up to Valentines, followed by a third in Berlin for its first outside of the UK!
L'OR- Covent Garden, London
Also in December 2022, L’OR launched its first ever pop-up on Henrietta Street in Covent Garden, L’OR L’Art Du Cafe. Celebrating the recent launch of their new coffee machine, L’OR Barista Sublime, the experience showcased the product's versatility to create a variety of different serves. Visitors were immediately immersed in rich coffee aromas, with a selection of premium coffees, an exclusive range of cocktails and mocktails designed to cover each of the L’OR coffee capsule taste profiles, as well as affogato and truffles, all served by L’OR coffee artists from various bars inside. The ideal time to lure in shoppers for Christmas gift inspiration, this unit was carefully selected by our expert location:live team to ensure the brand was amongst the festivities, whilst ensuring there was a generous space for the various zones.
UDA- Shoreditch High Street, London
In January this year, UDA opened the doors to their first ever UK pop-up on Shoreditch High Street to celebrate the launch of the world’s first longevity drinks. Visitors were able to meet the experts behind the science, whilst tasting the ‘Energising Berries’ and ‘Longevity Coffee’ drinks. Inundated with young trendsetters keen to try something new, our location experts knew this location would be ideal for the brand to make an impact in an area swamped with fashionable clubs, bars and markets.
You can explore the variety of pop-up units available to book immediately through the lo:live platform in POP-UP PARADISE 🏝
Need help planning your experiential campaign? Get in touch at hello@locationlive.co.uk
