Always a busy time for experiential marketers, the holiday season tends to prompt a flurry of pop-up shops. And like the season's window displays at major department stores, these highly designed promotional platforms are not only intended to entice shoppers with limited-time offerings, but they represent a particular brand's style and messaging. This year in particular has seen a broad range of tactics that align magazines, online retailers, and spirits brands with financial institutions, cosmetic companies, and artisanal mayonnaise purveyors in empty storefronts, garages, and parks from Times Square and Bryant Park to SoHo and Williamsburg.
Here's a look at first-time pop-ups from online retailers like Warby Parker, OpenSky, and Gilt Groupe's Park & Bond, as well as efforts from returning hosts like Wired and Real Simple.
Photo: Astrid Stawiarz/WireImage
OpenSky Pop-Up Gallery
Social shopping site OpenSky made its first foray into pop-up shops this year, opening a gallery-style store in SoHo that ran from November 11 to November 13.
Photo: Ben Hider/OpenSky
OpenSky Pop-Up Gallery
Inside the space on Broome Street, the retailer showcased more than 750 different products to visitors, all of which could be purchased on its Web site. OpenSky met the press and V.I.P.s on November 10.
Photo: Ben Hider/OpenSky
OpenSky Pop-Up Gallery
OpenSky's shopping site is curated by celebrities and lifestyle professionals, including fitness trainer Jackie Warner, author Michael Ruhlman, stylist Phillip Bloch, and former Real Housewives of New York City star Kelly Bensimon (pictured, right). To illustrate this at the pop-up, OpenSky emblazoned the entrance wall with photos of its curators.
Photo: Ben Hider/OpenSky
OpenSky Pop-Up Gallery
Echoing the clean design of its site, the OpenSky pop-up was styled after gallery displays, with pieces carefully arranged against the all-white walls of the venue. Each product was accompanied by QR codes that directed visitors to the online page, where it could be bought.
Photo: Ben Hider/OpenSky
OpenSky Pop-Up Gallery
Rather than stack items along a shelf, OpenSky found creative ways to exhibit them. For instance, cookies were arranged on a board to form a pop-art-style display.
Photo: Ben Hider/OpenSky
OpenSky Pop-Up Gallery
The organizers even used the columns in the space to display running belts.
Photo: Ben Hider/OpenSky
OpenSky Pop-Up Gallery
As the pop-up gallery did not sell products on site, OpenSky had computer stations for visitors to buy items after browsing.
Photo: Ben Hider/OpenSky
'Wired' Magazine's Wired Store
The seventh iteration of Wired's annual holiday store opened November 18 and sits inside the Times Square site that previously housed ESPN Zone. Bigger than previous pop-ups from the magazine, this year's shop occupies 10,000 square feet of space and was produced by MKG.
Photo: Jika González for BizBash
'Wired' Magazine's Wired Store
As it did last year, the Condé Nast tech publication divided its pop-up into sections defined by seven different personality types. For instance, the products arranged under the moniker "Maker" included Makerbot's 3-D printer, a model kit for a miniature catapult based on Leonardo da Vinci's drawings, and G-Form's impact-absorbing iPad sleeve.
Photo: Jika González for BizBash
'Wired' Magazine's Wired Store
More square footage than previous years enabled Wired to construct a dedicated stage and event space for the first time, along with a platform and mezzanine area to house the Wired Store's slate of public and private programs.
Photo: Jika González for BizBash
'Wired' Magazine's Wired Store
This year's pop-up from Wired also includes sections curated by handmade marketplace Etsy and Kickstarter, a funding platform for creative professionals.
Photo: Jika González for BizBash
'Wired' Magazine's Wired Store
Like many events these days, the Wired Store also includes QR codes and signage that promote the magazine's Twitter handle and specific hashtags.
Photo: Jika González for BizBash
Warby Parker's Holiday Spectacle Bazaar
Online eyewear brand Warby Parker wanted to create an unusual set up for its first pop-up, and rather than build kitschy holiday displays, it opted to fill a SoHo garage with yurts, chalk drawings, and red-and-white garlands from ConfettiSystem.
Photo: Astrid Stawiarz/WireImage
Warby Parker's Holiday Spectacle Bazaar
Warby Parker also partnered with companies similar to its own mission to fill the store with additional products and events, including ax-maker Best Made, artisanal mayonnaise outfit Empire Mayonnaise, and candy brand Papabubble.
Photo: Astrid Stawiarz/WireImage
Warby Parker's Holiday Spectacle Bazaar
According to Warby Parker co-founder Neil Blumenthal, the tent-like structures from the Colorado Yurt Company were an easy and relatively budget-friendly way to fill the cavernous garage on Grand Street. The yurts also added a light-hearted and somewhat whimsical twist on the typical holiday display. In addition to showcasing its frames, the online retailer offers $50 eye exams on Fridays, Saturdays, and Sundays.
Photo: Astrid Stawiarz/WireImage
Warby Parker's Holiday Spectacle Bazaar
McSweeneys is one of the pop-up's partners, and the publisher had a selection of its books and magazines at the bazaar.
Photo: Astrid Stawiarz/WireImage
Warby Parker's Holiday Spectacle Bazaar
Warby Parker also collaborated with public-access letterpress studio the Arm, which demonstrates the process of its old-fashioned machines at the pop-up. Guests could wear custom hats from Yestadt Millinery while posing at the photo booth and partake in free coffee and chocolate donuts from La Colombe.
Photo: Astrid Stawiarz/WireImage
'Real Simple' Magazine's Pop-Up Shop
After hosting a free-standing pop-up store at Rockefeller Center in 2010, Real Simple decided to move its shop to Bryant Park this year, taking over a 5,000-square-foot space beside ice-skating rink Citi Pond. Overseen by the magazine's executive director of events Tamara Stewart and produced by Mark Stephen, the experiential platform opened to the public December 8 and ran through December 13. The products displayed represented items chosen by the editors for the publication's annual holiday gift guide.
Photo: Jika González for BizBash
'Real Simple' Magazine's Pop-Up Shop
Cross-promotional partnerships with brands enabled the publication to create a more interactive experience for visitors and allowed for a wider promotion of the pop-up. For instance, Citi Bank is a presenting sponsor of the temporary shop and is the partner for the adjacent ice-skating rink in Bryant Park.
Photo: Jika González for BizBash
'Real Simple' Magazine's Pop-Up Shop
As a key sponsor, Citi had its own section at the pop-up that invited customers to learn about its new and existing services and grab free apple cider and hand warmers.
Photo: Jika González for BizBash
'Real Simple' Magazine's Pop-Up Shop
Citi also provided a free station for visitors to charge their electronics.
Photo: Jika González for BizBash
'Real Simple' Magazine's Pop-Up Shop
Cosmetics company L'Oréal also had a dedicated area where it displayed its products and offered free makeovers and hair styling.
Photo: Jika González for BizBash
'Real Simple' Magazine's Pop-Up Shop
Online retailer Zappos brought in two key products for visitors to the Real Simple pop-up to try on as well as a kiosk for shopping on its Web site.
Photo: Jika González for BizBash
'Real Simple' Magazine's Pop-Up Shop
Unlike other holiday pop-ups, the products displayed at Real Simple's store were available for sale, and at the checkout, the magazine integrated its nonprofit partner DonorsChoose.org through iPads.
Photo: Jika González for BizBash
'Real Simple' Magazine's Pop-Up Shop
Real Simple also used the store to promote its books and apps for iPads and iPhones.
Photo: Jika González for BizBash
'Real Simple' Magazine's Pop-Up Shop
To attract more visitors, Real Simple's pop-up included a program of public events where editors addressed questions from readers, a book signing from chef Mario Batali, cooking demo by Gail Simmons, and a cupcake-decorating class hosted by Sprinkles founder Candace Nelson.
Photo: Jika González for BizBash
'GQ' at Park & Bond Pop-Up Shop
Gilt Groupe's menswear site Park & Bond teamed up with GQ to help create its holiday store in the meatpacking district. The 3,700-square-foot space, which runs through Sunday, December 18, was produced by Shiraz Events and includes apparel and accessories from Lacoste, Jack Spade, Simon Spurr, and Thom Browne.
Photo: Jika González for BizBash
'GQ' at Park & Bond Pop-Up Shop
The collaboration between Park & Bond and GQ is a natural extension of the partnership the two brands have had since the online retailer launched in August. The Condé Nast publication has curated an array of products for Park & Bond's Web site, known as "GQ Selects," and these items are also on display at the pop-up.
Photo: Jika González for BizBash
'GQ' at Park & Bond Pop-Up Shop
The temporary store also showcases products featured in GQ's December issue's "Best Stuff of the Year" piece, from Warstic's baseball bats and Zwilling's eight-inch chef's knife to Libratone's wireless speakers and the sleek, brightly colored telephones from Punkt.
Photo: Jika González for BizBash
'GQ' at Park & Bond Pop-Up Shop
Although the store isn't large, the organizers carved out space at the rear to create a lounge for visitors.
Photo: Jika González for BizBash
'GQ' at Park & Bond Pop-Up Shop
Perhaps most unusual is the fact that the pop-up has changing rooms, inviting consumers to try on the displayed garments before purchasing the items. The shop also has a program of events, including live music performances, receptions hosted by GQ editors, and viewings of sports competitions. At the opening party, DJ Paul Sevigny spun in front of the changing rooms.
Photo: Jika González for BizBash
'GQ' at Park & Bond Pop-Up Shop
Naturally, the GQ at Park & Bond pop-up shop has computer stations for visitors to browse products online.
Photo: Jika González for BizBash
Hendrick's Gin 'Enchanted Forest of Curiosities'
Back for its second year, the Hendrick's Gin "Enchanted Forest of Curiosities" took place in a temporary site at 102 North 6th St. in Williamsburg. The experiential three-day series ran from Tuesday, December 13, to Thursday, December 15, and started with an open-to-the-public cocktail party that incorporated music provided by Antique DJ Michael Haar. The site also played host to events from Edible NY, The Onion, and New York Magazine.
Photo: Fine Young Man Productions
Hendrick's Gin 'Enchanted Forest of Curiosities'
For the opening night party, Hendrick's Gin had entertainers from the Bindlestiff Family Cirkus—including a sword swallower, juggler, contortionist, and aerialist—to entertain guests.
Photo: Fine Young Man Productions
Hendrick's Gin 'Enchanted Forest of Curiosities'
In addition to two wishing-well-style props filled with gin punch, bartenders from Willy Shine Inc. served cocktails created by Hendrick's brand ambassador Jim Ryan from inside a giant, treelike frame covered with butterflies and Spanish moss. On the first night, passed hors d'oeuvres from BigLittle Get Together NYC included spiced carrot souffle and ginger-pickled jicama napoleon.
Photo: Fine Young Man Productions
Hendrick's Gin 'Enchanted Forest of Curiosities'
Independent event producer and designer Miguel Calvo, who coordinated the series alongside Maloney & Fox and Momentum Worldwide, designed the indoor forest, complete with a mushroom garden, tree-stump stools, tissue-paper clouds raining cotton balls, and floors covered in fake snow and glitter-specked dirt. Muralist Gaber Gabe painted the walls with cartoonish graffiti murals.
Photo: Fine Young Man Productions
Hendrick's Gin 'Enchanted Forest of Curiosities'
Making up the rest of the scenery were moss-covered woodland creatures, fabric-draped trees, and over-size bottles of Hendrick's Gin. Luminous Designs Inc. provided the lighting.
Photo: Fine Young Man Productions
Hendrick's Gin 'Enchanted Forest of Curiosities'
On the second night, Edible NY hosted an exclusive foraged dinner for 25 guests, featuring a menu adapted from the Edible Brooklyn Cookbook paired with Hendrick's cocktails. Florals were provided by Jamali Gardens. Following the meal, staff writers from The Onion read short stories. The third night, hosted by New York Magazine, included a performance from drag queen and comedian Hedda Lettuce.
Photo: Fine Young Man Productions
