Feb 12, 2019 | By Sandra Halliday
Big data meets consumer insights. Experience WGSN.
Gift shopping has got an interesting new addition with Pop-In@Nordstrom creating a design-centric gift shop in collaboration with The Museum of Modern Art’s MoMA Design Store.
It helps take gift and souvenir products into an upscale direction and exposes a different shopper to the MoMa experience.
The shop opened at the weekend with each item having been product-tested using real-life scenarios, and reviewed by MoMA curators. Prices range from $10 for coasters disguised as toast to $6,000 for a giant clock made up of 24 smaller, round clocks choreographed together to form one digital display.
Available in eight Nordstrom branches until January 7 (LA, Costa Mesa, Dallas, Chicago, Seattle, Washington, Vancouver, and Toronto), each store also includes other products selected by Nordstrom’s VP of creative projects Olivia Kim and her buying team. They span home, kitchen and dining, tech and gadgets, accessories, beauty, toys and games, and more.
There is also a build your own box service within the shop, allowing customers to pick five out of 25-30 featured products for a total of $50. Featured items include Christmas cards, wrapping paper, twine, stamps, toys, beauty, and more.
It’s the culmination of a dynamic year for the high-end store chain with Nordstrom having been responsible for some of the most innovative developments we’ve seen this year. Last month the company announced a major commitment to size inclusivity that sees more and more products coming in a wider size range this Holiday season.
In September we’d heard about Nordstrom Local, a smaller-sized store that didn’t actually contain any products but acted almost as a bridge between online and higher-end VIP services with the company saying it is a place “where customers can sit comfortably, enjoy a glass of wine or beer, and chat with their Personal Stylists”.
Then there was its wellness pop-up with Goop earlier this year, its Reserve Online & Try In-store offer, and its ranking as one of the most diversity-focused brands in its ad campaigns.
It all adds up to a company that’s embracing innovation and a good example of doing just what analysts have been advising stores to do in the face on online growth – embrace omnichannel and work hard to make physical stores as different as possible, something that then Pop-In strand does.
The company has actually been curating Pop-In@Nordstom since 2013 with major partnerships that change every four to six weeks as a way to encourage customers to come backing order to find something new and different every time. Previous collabs have included Aesop, Converse, Danish home goods brand HAY, home goods from Liberty London’s Flowers of Liberty collection, Nike, the best of Korean fashion and beauty, Topshop/Topman, the Italian Trade Commission, and Warby Parker.
Linking with a widely recognised and highly regarded brand like MoMa is the next step here. “I’ve always been a huge fan of MoMa Design Store and their ability to thoughtfully consider the most interesting, exclusive, and enticing products from around the world and to have the opportunity to partner with them this holiday season is very exciting,” said Kim.
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