Holiday Pop-Ups: Experiential Platforms From ‘Wired,’ Warby Parker, Hendrick’s Gin, and More
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.