| 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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FROM LOS ANGELES
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 12.11.08 10:48 AM |
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Reebok, (Product) Red, and P&G Introduce Holiday Pop-Ups
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 | Reebok's Bowery pop-up
Photo: Courtesy of Reebok |
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December’s traditional barrage of pop-up shops around Manhattan hasn’t diminished in light of sluggish retail sales. We’ve already taken a look at what one returning standby is up to, and three familiar brands debuted their first New York pop-ups in the past month.
(Product) Red, the retail wing of the Global Fund to fight AIDS, Tuberculosis, and Malaria, built its first store near Rockefeller Plaza—a time-lapse video of the setup is on YouTube. Partner brands like Apple, Gap, and Starbucks all have Red items for sale through January 4. Just a few blocks away, Procter & Gamble closes its Brandsaver Live store tonight after a two-week stay on 57th street and trials in test markets Dallas and Rochester, New York, earlier this year. The store features demonstrations and giveaways of Procter & Gamble brands Bounty, Covergirl, and Pantene. Downtown, Reebok has a debut pop-up of its own on Bowery. The ‘80s-themed store features nostalgic limited-edition shoes from guest designers such as graphic artist John Maeda, dean of the Rhode Island School of Design.
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Reebok, (Product) Red, Procter & Gamble, Harley-Davidson |
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| MY FAVORITE VENDORS 05.21.07 5:45 PM |
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Reebok Event Heads Like Cielo and Siam Productions
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Leigh-Ann Bingham is the manager of event marketing for Reebok.
Venue: “We hosted our launch of Miri Ben Ari’s video and the ‘I am what I am’ advertisement at Cielo, [which] was a terrific spot for us—the right sound, the right vibe, the right location. Working with [their director of marketing and special events] Karrie Golbert was an added benefit. She helped us out at every step along the way—with the planning, the budget, the install.”
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RELATED TOPICS
Reebok |
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