Pop-up stores: ephemeral and dynamic premises that offer a different customer experience

The trend has been in the North and has landed in Argentina for a number of reasons: positioning a brand, promoting certain products and offering a different consumer experience. Your name (Pop-up) It refers to something that "comes out of nothing" and then disappears. In any case, these conceptual stores are ephemeral. That's his essence.

Habitat 2127, in the neighborhood of Palermo, in the streets of Dorrego and Costa Rica, it is a space governed by this concept. Julia Schang-Vitón, curator of the place, spoke with Infobae and explained this type of consumption, its design features and the reason for its success. "We have observed that static structure stores in the age of immediacy and overstimulation are obsolete. This is an unprofitable proposition given the impossible fixed costs, especially for small-scale brands. It's a dynamic project that offers novelty first and foremost, "he explained.

The place offers several experiences. One is Pop-Up Buy Buy, a fortnightly format, with a wide range of products, from clothing to botanicals, accessories, books and bicycles.

Shang-Viton, responsible for the choice of brands, products and badembly: "This is a short-lived market that includes more than 30 brands, we have been doing since December 2017 and it lasts only 4 days." The goal of my curatorship is always to surprise our followers, which is why the brands and products I choose vary from one edition to another. Pop-Up Buy Buy December is my favorite because not only is there a wide variety of products, but it also helps our customers buy the gifts at the same place, without having to fall in a mall and spend money on products that do not know. how or under what standards they are. made. "

In addition, they organize pop-ups art dedicated exclusively to young collectors. You can find small works and, to a lesser extent, famous artists such as Max Gómez Canle, Ernesto Ballesteros and Nahuel Vecino. And soon the artist will exhibit his works Carolina Simonelli.

According to the conservative, the growth is related to the fact that "a product no longer meets, brands must indicate a most integral concept: the experience lived through the knowledge and the acquisition of something, presented in the context of a family of related products. It's something that has been going on for many years with the emergence of the so-called concept stores ".

"In my opinion," he explained, "that's the way to go for The consumption aware. Habitat 2127 always offers a different experience. Our customers can pick up a particular brand and others are not looking for anything in particular. They arrive by observation, they trust us and want to be surprised by new proposals. They bet on local design and entrepreneurs. They do not want to buy what everyone buys. "

RIES, Studio focused on design, furniture production and interior architecture, has participated in these events several times. Marcos Altgelt, architect and one of the directors, shared the goal that they pursue: "We do not look for sales directly, but we advertise a different audience than ours. We also organized fairs in our workshop-workshop, which are a kind of pop-ups because they are short sales events and we also invite friends. "

The effect of surprise, the place where the products are exposed, by the way they are exposed, generates a different and new experience which is the other essential characteristic of the trend. "More expectations are generated and the fact that it takes a short time and ends makes people more willing to visit the pop up Regarding the design of the space there is not something established, the important thing is that the buying experience is different than the one we are used to ", has explained Altgelt.

Ángeles Braga Menéndez, social communicator and fashion world participated in several pop-ups for the marks in which he worked, it is appropriate that the surprise factor, generating a creative experience in a space with an expiry date are fundamental features of these stores.

Regarding its location and design, he said: "The more innovative its design is and the more distinctive its location, the better. In the middle of a place, a collective, a distant factory. These places must not only appeal to creativity, but also have the license (need!) To speak in a different way from what the brand usually does. "

Among the main reasons why it was decided to create a traveling store in Argentina, Braga Menéndez Others added: "Know a very specific audience within a neighborhood or mall to see if it can work as a potential future audience, without that". it is necessary to disburse an important flow of money in a traditional place. It is also possible to cover a space that is not used momentarily in a shopping center and that allows to release stocks that can be bought during the season.

Finally, the communicator explained the origins of this trend: "From the outside, she is very strong.In the fashion sector, she was born in Europe under the brand Comme des garçons. & # 39; Guerrilla Stores & # 39; where the attribute of time and space differentiating were paramount. The importance of creating a place of short duration, in places totally unexpected, disturbing and unconventional, is the novelty and what attracted attention ".

L & # 39; architect Mercedes Palacio, university professor and member of TACADI, a studio of architecture and industrial design, has joined the dialogue and described how these itinerant spaces are designed: "They should be equipped with furniture that can then be reused elsewhere. Adaptable furniture, transportable and quickly badembled. In general, the premises themselves have been renovated quickly but they have been equipped with these independent modules. "

And finally, he described an interesting case of pop-up store in Berlin, Germany: "Bikini Berlin is a shopping center configured as an integrated set of pop-up stores. In the central aisle, there is a series of pop up stores in wood, where the different brands change with a frequency higher than that of the local perimeter; that even if they are offered as itinerant shops, the duration is longer ".

Among the characteristic elements of the German complex, there is the incorporation of a zoo. From inside and from the terrace you can see the monkeys play and run; the incorporation of a hotel in the same group, avant-garde in its operation and in its equipment and at sunset, in the hotel stands (terrace after office where the groups play and you can drink something looking at the stars, a great visual and sensory experience.

At the end of the debate, Julio Oropel, prestigious architect and teacher, who also designed some recognized pop-up stores He explained that these conceptual premises have a very short and ephemeral shelf life and an architecture or design that accompanies the strategy and the product. "They are designed and designed with a simple strategy, most of them sustainable. These are usually installations that can be badembled very quickly because the premises can not have a cost of decoration and architecture important because they last a short time. The location is strategic, depending on the target audience, "said the expert.

"Some brands use cardboard boxes and some use inflated plastic bags to display the product.They can be used to display all products or a particular range, or to launch a special product of this brand.they have a proposal design that makes them interesting and current, "he concluded.