Pop-Up Store | Ephemeral fashion
Recently, I was in fair in Escazú and I felt in love with a store. A week later I went back to go shopping and the store was not longer there. Asking around, people told me that the store was now in San Pedro. How did they manage to make the same store in another place? If it was not an awning … It seems that it is a Pop-Up Store.
A Pop-Up Store is when the space stops from being fixed to become itinerant and temporary to offer, almost always, an unrepeatable experience, it could be on restaurants or shops.
The trend was born in cities such as New York and London, where new designers and chefs looked for alternative ways to publicize the results of their work, without incurring the fixed costs such as renting spaces and, at the same time, spreading their work.
For example, a chef set up his restaurant in a private house, basement or terrace and offered an original menu, characterized by being held in a single table with capacity for 25 customers.
Some examples of mainstream brands that have used Pop-Up Stores in New York are Apple, Nike and Chanel.
In Costa Rica, the brand Etérea is taking advantage of it.
“Etérea had the need for a space to receive customers, so we were evaluating which options could solve our need, until one day talking with a colleague, Esny Matín, we gave shape to the idea of ??setting up a temporary space in the Art Flow of Avenida Escazú; that would solve the initial need and in turn give us a bit of marketing, “says Andrea Rojas, owner and designer of the brand.
The experience has been very interesting, since when performing the pop-up inside a gallery / art workshop, it was a very dynamic space, in which different audiences were found. “We considered that for the visitors it was a nice experience, since many of them did not know the space or they knew it as an art gallery and not as an Etérea store. The space also lent itself to coffees and new friends “, concludes Andrea.
The space was assembled for 10 days.
Link to the news: Holaeslola