OUGD505 - Product, Range & Distribution - Pop-up Events

Pop-Up events, from retail marketing to experiential dining, having become popular over the last few years. Traditionally they make use of empty shops, buildings or other spaces for exhibitions, restaurants or performances. They can last anything from a few hours to a few weeks, and can even become permanent fixtures dependant on their popularity. These events are more than just trendy, temporary or seemingly unplanned occurrences. They have real power in creating awareness and engaging with new audiences. That said, they may take more planning than one would think.

Pop-up events are born out of a successful combination of the expected and the unexpected, requiring the ability to draw in a crowd and yet keep a secret until the day of the event. They can be free entrance/participation to the public, or a costly experience depending on aims/reasoning of the event.

The very idea of a pop-up is born out of the unexpected, and therefore they can be no standardising - as this most probably makes for a disappointing event. Anything less than extraordinary, exciting and innovative will not work. With social media, and its ability to create a crowd at short notice, events can help in spreading word and creating excitement about an event - making it one of the easiest marketing tools.

Pop-ups are about creating an atmosphere people want to be a part of, or, take part in. It allows an audience to experience something unique and unexpected; something they can tell their friends about. Many pop-up event organisers have used extras for flash mob participation, and other ways to draw a crowd for their event, by placing an ad for volunteers.

For example - In September 2014, in partnership with Vogue’s Fashion Night Out, TONI&GUY hosted a pop up salon on board a vintage London double decker bus at Sydney’s Martin Place  to celebrate the upcoming London Fashion Week. Commemorating TONI&GUY’s ten year anniversary as the official hair sponsors of the fashion event, the night was a testament to iconic British trends.

An event like this may assist in sharing the ideologies of the Break Class manifesto and the encouragement of ambition for engaging in upwards social mobility potentials.