| NEWS 05.21.09 8:00 AM |
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Events and Pop-Ups Are a Boon to Troubled Retail Real Estate—and Vice Versa
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 | Reebok's La Brea pop-up
Photo: Vero Image |
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The recession has brought a flurry of “For Lease” signs to the windows of Los Angeles retail spaces, which have been vacated with particular urgency in high-rent districts like Melrose Place, Robertson Boulevard, and Sunset Boulevard. But the bad news for real estate could be buoyed by corporate event and pop-up hosts using those same spaces—and likewise some hosts are finding that a vacant retail space can be an efficient and attractive venue choice.
“[The high retail vacancy is] definitely encouraging me, with any event, to walk around an area I like and look at all the retail spaces as a first protocol,” said Harrison & Shriftman national creative director Ryan Jordan, who recently chose vacant retail and parking structures for the likes of Allergan’s Latisse launch, and a launch for Russian designer Kira Plastinina (whose line filed for bankruptcy just months after its U.S. debut). “They’re a lot more cost effective, and it definitely increases your bargaining power, since they're already vacant—in New York, Miami, L.A.—everywhere.”
The Beverly Center, which occasionally hosts its own promotional events, is actively shopping for corporate event and pop-up hosts. “I've been talking to New Beauty magazine about doing a pop-up store [out of which the magazine would offer relevant] seminars, maybe for a month or a couple of months. We've been talking to Los Angeles magazine about doing the same thing for the tastemakers issue. Also we’ve been working with [an animal rescue] organization to do animal adoptions [out of the space formerly occupied by a] pet store, since their lease expired, which would allow us to lease the space later,” said Steve Valentine, a publicist for the mall (which may be facing a significant new PR problem after the murder of a young rapper in daylight there on Monday).
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RELATED TOPICS
Pop-Ups, Y-3, Reebok, Kira Plastinina, Allergan, Latisse, New Beauty Magazine, Los Angeles Magazine, M.A.C. Cosmetics, Paper Magazine, Campari, Kitson, Johnnie Walker |
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| EVENT REPORT 04.27.09 7:41 PM |
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Reebok Launches New Exercise Concept With Flying Apparatus at L.A. Pop-Up
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 | The Reebok Jukari Fit to Fly workout
Photo: Vero Image |
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A new pop-up has hit town—but a stop at this one might involve a bit of heavy lifting. The space is an exercise studio showing off a workout-concept-slash-brand-promotion known as Jukari Fit to Fly, commissioned by Reebok in partnership with Cirque du Soleil. The routine—available at gyms such as Equinox in New York—incorporates an apparatus dubbed a Flyset for a full-body workout incorporating cardio, strength training, and balance. The space took over its La Brea location in Los Angeles at the beginning of April and will stay until the end of May, moving afterward to cities including Miami and Montreal.
Reebok global director Dianne Hayes turned to Stoelt Productions to execute the concept. “We completely transitioned the space, and turned this big, empty space into a great experience for Reebok Jukari,” said Matt Stoelt. The space features high ceilings with a custom fitness studio, showroom, and spa rooms. The ceilings are strong enough to hold a rigging system designed to hold eight Flysets accounting for 1,200 pounds apiece.
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RELATED TOPICS
Reebok, Cirque du Soleil, Pop-Ups |
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