Oct 17, 2017 | By WGSN Insider
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In New York, the pop-up shop scene is becoming more and more saturated, especially around the holidays. How do you stand out from other holiday pop-ups?
The key: Hybrid, interactive experiences, and not just shopping opportunities.
Balance the digital with the physical by allowing shoppers to preview products in person but also drive traffic to your e-commerce site. Engage shoppers in conversation through social events: offer workshops and creative opportunities that connect the consumer with the brand directly through a shared, community-driven experience.
Lastly, make your space imaginative, memorable and more importantly, fun.
Here’s our pick of the best that made (and continue to make) a huge buzz this month:
1. URL meets IRL at Wired’s Phygital Shop
154 Spring Street
Open Tuesday, December 8th through Sunday, December 20th. Open 24 hours.
Wired presents a “phygital” shop, a shoppable window that is part physical, part digital showcasing top gadgets both online and in person. At the Soho shop, visitors can test out new products and add them to their online wish list, which is then emailed to them so customers can easily order products online.
2. Play Date at Target Wonderland
70 Tenth Avenue
Target gets playful with a massive red-and-white retail wonderland that doubles as a toy store meets playground. Colorful, life size interactive stations allow customers to engage and shop the retailer’s products simultaneously.
Wednesday, December 9th through Tuesday, December 22nd. Mon – Sat 10am – 8pm, Sun 10 am – 6pm
3. Sell Your Work at Art Pop LES
365 Grand Street,
Neighbourhood: Lower East Side
This holiday art fair is accepting submissions and selling artwork on a rolling basis, giving local artists and entrepreneurs a chance to contribute and sell their own creative work.
Open Friday, November 27 – Wednesday, December 23, Tuesday – Sunday, 3:30 – 7:30 or by appointment
4. Make Your Mark at NeueHouse Holiday Bazaar
110 East 25th Street,
Neighbourhood: Rose Hill
This daylong event allowed shoppers to tap into their inner “maker,” giving them tools to make their own holiday gifts. On December 12th, NeueHouse featured ten local artisans with each brand hosting related workshops, including knit company Loopy Mango and greeting cards company Quick Brown Fox Letterpress.
5. (Pre)Shop ‘til You Drop at the Fab Holiday Pop-in
118 Orchard St.
Neighbourhood: Lower East Side
Fab presented a four day holiday pop-in featuring 150 gifts, drinks and snacks, workshops and special events. But customers weren’t actually able to purchase items onsite during the pop up from December 3-6 and take them home. Instead, the space was selling items on an iPad, offering visitors a special discount on their purchases and shipping costs.
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