| EVENT REPORT 12.11.08 10:48 AM |
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| First-Timers |
| Reebok, (Product) Red, and P&G introduced new pop-up promotions this holiday season. |
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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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PHOTO GALLERY |
 | Reebok created its first pop-up store in a 3,000-square-foot space on the Bowery. The promotion opened on November 15 and will run through to December 14.
Photo: Courtesy of Reebok |
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 | Designed by Formavision, Reebok's pop-up features colorful graphics and distorted shapes inspired by an English arts movement as well as '80s pop culture. Each week at the store, Reebok released a new, limited-edition sneaker to be sold for that week only.
Photo: Courtesy of Reebok |
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 | In partnership with brands like Apple, Converse, Dell, Gap, Emporio Armani, Hallmark, and Starbucks, the Global Fund opened its first store for Red products.
Photo: Brad Kayal/Modernista! |
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 | Proceeds from sales at the Midtown (Product) Red store—located on Fifth Avenue between 53rd and 54th Streets—will go towards helping eliminate AIDS in Africa.
Photo: Brad Kayal/Modernista! |
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 | Produced by marketing agency Smartfusion, the Procter & Gamble Brandsaver pop-up was designed to showcase products such as Clairol hair dye, CoverGirl cosmetics, and Duracell batteries.
Photo: Jon Simon Photography |
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 | In addition to creating a playful look in the store, P&G also provided ways for the public to experience its products, including free blowouts after a wash with Pantene shampoo.
Photo: Jon Simon Photography |
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 | As an additional draw, P&G brought in Kate Gosselin of reality show Jon & Kate Plus 8 to sign her new book, Multiple Blessings.
Photo: Jon Simon Photography |
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 | The P&G Brandsaver pop-up opened on Black Friday in the same Midtown space that housed recent promotions from Target and Delta Airlines.
Photo: Jon Simon Photography |
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—Michael O'Connell & Anna Sekula
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Reebok, (Product) Red, Procter & Gamble, Harley-Davidson
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