Magnum hosted a temporary beauty store in partnership with Benefit offering products and experiential activities to celebrate the launch of its new premium flavor range.
Taking place at the Réel Mall in Shanghai the pop-up made use of augmented reality and an interactive LED wall to bring its “Release your Beast” theme to life. A lion, polar bear, leopard and tiger were viewable as 3D characters, which visitors could take pictures with in a photobooth and then share on social media.
At the Benefit Beauty Bar, guests could test the brand’s latest products and book make-up artists. The environment included life-sized Benefit eyebrow pens and giant customized ice-cream installations.
The pop-up had a total of seven zones with a variety of activities. It attracted around 25,000 guests during the time it was open (May 24 to June 9).
Magnum has used the concept of “Release the Beast” in a couple of campaigns. In 2017, it teamed-up with fashion brand Moschino for a film on the theme starring Cara Delevingne and Jeremy Scott. Before that, to launch the Magnum Double ice cream in Singapore, it asked guests to release the beast of their passions in fashion, art, music and taste.
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Lego is hosting a pop-up space where visitors can only shop exclusive streetwear merchandise by scanning a gigantic Snapchat code.
Located in Central London, the space is entirely empty apart from a bigger-than-life Snapcode, that once scanned gives users access to a special Snapchat lens that features a virtual storefront.
From then, users can walk around the physical room and view the store through their phones, featuring rails of merchandise, a DJ booth, cash till and arcade machine.
When approaching one of the rails customers can choose between three different types of merchandise – sweatshirts, caps and t-shirts – and view them on a Lego character. They are then directed to a dedicated e-commerce page that displays the products on a real-life model, and choose their size before completing purchase.
The limited edition collection is available in 12,000 individual items across all three categories. Customers don’t need to visit the London pop-up store to get their hands on the merchandise, however. The Snapcode is also available through flyers that once scanned trigger the same retail feature.
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In a bid to make money beyond ad revenue while raising brand awareness, editorial companies including Buzzfeed, New York Magazine and Good Housekeeping all recently launched physical retail stores in the US.
Merging content and commerce has long been a topic of discussion within the industry, both from how brands are thinking about their editorial voice, and – in this instance – how media businesses are monetizing their content prowess.
That’s meant all manner of e-commerce entities especially, but numerous experiments in the space have been met with mixed results. NET-A-PORTER may have nailed how to do content both online and offline, for instance, but Style.com in return flopped at the first hurdle when it shifted to a commerce model.
Others however have steamed ahead and found legs in this space balancing both angles. Marie Claire’s beauty store, Fabled, launched in 2016 and continues with a successful online and brick-and-mortar store in London.
Read on to find out how Buzzfeed, New York Magazine and Good Housekeeping are similarly thinking about physical retail experiences in order to capture consumer attention.
Online news and media outlet Buzzfeed opened a toy shop called Camp in December. Located in the Flatiron District of New York, the space also has an experiential area that’s ready for Instagram-worthy photos. With rotating decor that changes every few months, ‘Summer camp’ is the first theme chosen for the store. Think of a “campitheater”: a sports field, a dance hall, some real bunks, a radio lab, and even s’mores ice cream sundaes by Milk Bar.
Good Housekeeping ‘s GH Lab pop-up
Good Housekeeping magazine opened a three-month pop-up at the Mall of America in Minneapolis that capitalized on the busy holiday shopping period by running until December 30. Called “GH Lab”, the store offered only one item per product category. Unlike regular retailers that sell several brands of the same item, each pick was tested and recommended by experts from the GH Institute. The shoppable showroom had more than 40 curated products, and most of them had earned the Good Housekeeping Seal, which provides buyers with a two-year limited warranty guaranteed by the magazine.
The store was cashless, with all merchandise shoppable through Amazon’s app and its SmileCode scanner. Shoppers used their smartphone’s camera to scan a code that went straight to Good Housekeeping’s Amazon seller page where they could place an order for home delivery.
New York Magazine’s The Strategist
The Strategist, New York Magazine’s product recommendation site, also opened its first pop-up for the month of December, this time in Soho, New York. The store curated beauty brands and products, including haircare, bed sheets, and self-care products. The space also hosted events, including a beauty panel with The Cut’s beauty director Kathleen Hou, and offered workshops and free blowouts.
With so many other publishers playing in the product review and recommendation field, Camila Cho, General Manager of e-commerce for New York Media, said the pop-up was an opportunity to raise brand awareness. “Offline allows more flexibility to showcase our brand personality and how we are different,” said Cho in an interview for Fipp.
How are you thinking about interactive retail experiences? We’re all about finding you the perfect partners to do so. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.
Coach’s newest pop-up, Life Coach, celebrates the label’s roots in New York City with a series of immersive experiences that aims to “heighten your senses, stimulate your soul and wake up all the feels”.
The activation, which is running from June 12 through to June 17 in the Soho neighbourhood in NYC, which is where the brand was founded in 1941, invites guests to participate in tarot card readings, drawing, and playing carnival games.
Visitors enter the space via a neon storefront filled with psychic symbols and Coach visuals. Upon first entering the space visitors are asked to check in, and when reaching the first room, they are met with an entirely blank canvas on which they are encouraged to draw on.
The next room represents a typical Coney Island-type of fairground scene, including old-fashioned arcade games and photo props, as well as a boardwalk made from pieces salvaged from Coney Island after Hurricane Sandy.
In the third and final room, visitors can walk through a dark forest where they can find white tents that house tarot card readers.
Speaking to the New York Times, Carlos Becil, Coach’s chief marketing officer, said of the concept: “Whether you call it mindfulness, spirituality or self-help, seeking answers is the new pop culture.”
Activities that help consumers through their self-discovery include free sessions with mystics including tarot card readers Hoodwitch and astrologists Astrotwins. The event, which has no Coach product in sight, will keep its concept of self-discovery and elusiveness by introducing surprise guests and events throughout its programming until the pop-up’s last day.
The entire initiative ties to a broader theme we’re seeing in consumer retail, whereby the experience economy is evolving into the transformation economy – a state that is about driving self improvement and enhancement for consumers through brand activities, rather than mere moments meant to encourage dwell time or social sharing.