citizenM is a popular ‘hang out place’ for creative minds. We’re proud to host the Fashion Suites, another pop up concept out of Jeffrey’s brain. Our rooms will transform into true fashion palaces: the citizenM Fashion Suites, where new fashion labels get the chance to present themselves in a new way. Retail owners fill in a profile of their store online and are linked to new labels in citizenM. This fashion takeover takes place during Amsterdam Fashion Week in january 2011. It’s a great advantage for stores (getting to know new labels) and customers (know what to buy next). Social media will be the connector.
Attention-grabbing pop-ups flourish in big cities. Vacant spaces turn into exclusive lifestyle stores with new fashion brands, local art, music artists, block parties, you name it. The economy is driving this trend, but there’s more to it. Shops want to connect with customers in original ways, turning buzz around their stores into business. So citizens, come and enjoy: hang out in a store too! The following examples are compiled by Jeffrey Sterken, one of the leading pop up brand developers in Holland.
Fashion Suites
Jeffrey’s selection:
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1. No74:
Torstraße 74, Berlin
No74 is creative, artistic and progressive, redesigned by two of Berlin’s hottest interior designers — Greige and Erenler&Bauer. They sell an exclusive selection of Y-3 items as well as from the Adidas Originals and Adidas Sport Performance collections. For me, No74 is the #1 example of great collaborations with brands and how they organize parties – they hosted several block parties with sound systems, what a great idea! They really know how to connect people. This is how you can create new business, even in times of crisis. -
2. AKTION 1:
A.F. Vandevorst guerilla store, Antwerp
A.F. Vandevorst launched AKTION 1, their first guerilla store, showing (and selling) their combined collections in a restful setting, near Antwerp’s Fine Arts Museum. People are totally immersed in the world of A.F. Vandevorst, from fashion, footwear and accessories to lingerie and more. This is a great concept. -
3. Comme des Garçons:
The first fashion label opening a guerilla store
Comme des Garçons opened the first of their ‘Guerrilla’ stores in 2004 in Berlin and after that in Reykjavik, Warsaw, Helsinki, Singapore, Stockholm, Los Angeles, Athens and other cities. The Guerilla Store project went on to create a new phenomenon around the world of pop up stores. -
4. Vacant Pop-Up stores
American designer store Vacant was the first major retailer to try the concept out in 2003, opening boutiques in empty stores in New York, Paris, London and Berlin. The Vacant stores only sold limited editions, and shoppers could only find out where and when the stores opened by subscribing email address for Pop-Up shop alerts. Vacant is still going strong up to this day, creating innovative pop up stores.
When is a pop up store valuable?
Jeffrey: “Temporary shops dropping into empty spaces is interesting for business owners, landlords and fashion brands. It’s a great way to market products. It’s valuable if you’re more than a shop – create a lifestyle and be a true showroom for brands. We try to get free publicity, link ourselves to media partners, make a commercial with MTV and organize events etc. Pop-up retail connects with what customers are already into — surprise, exclusivity, and buzz on the show floor. They want (new) brands with a story, liveliness and part of something special.”
When did pop up stores emerge?
Jeffrey: “In Japan, fifteen years ago. Because of the East Asian financial crisis and the poor economic growth. Suddenly, designers of all kinds started to organize events and fashion shows in empty spaces. This trend was seen by American marketeers and adopted overseas. Nowadays, more and more, landlords and real estate agents understand this new type of business. I would say that in Europe, Amsterdam, Antwerp, Berlin and Copenhagen are front runners. But still not everybody dares to be innovative.”
Mood over west
Jeffrey: “Mood Over West is from our collective “Glocal Stores” (Global + Local). During 12 months Mood Over West at the Amsterdam Centre brings a lifestyle mix of various products that are part of our lives. The newest, freshest, hottest new streetwear, streetcouture, fashion, casual, jeansbrands around in the market. The spacious den used to be a dull copy shop but we completely transformed it. Our mission is to go to Antwerp, Berlin, Copenhagen, London and Paris. Expect GANT Rugger, 55DSL, collabs with MTV, Fiat500, cardboard installations and more.”
Jeffrey Sterken:
One of the finest brand and concept developer-builders in The Netherlands and co-owner of Mood over West in Amsterdam, an innovative pop-up lifestyle concept.
Pop up stores
Traditional stores consists of shelves, changing-rooms, a pay desk and a salesperson. Pop up stores consists of moveable installations, sidewalk sales, music, booze, occasional celebrities, time-delimited giveaways, block parties and more. The variety – from cars to accessories to fashion – is tempting. From small new labels up to big brands. A funky way for shop owners to sell their products. Some stores/brands are nomadic, changing locations like fashionistas like to change their outfits.
