In today's increasingly fierce market competition, offline business has multiple meanings in addition to channel significance. More and more high-level brands are going offline to launch pop-ups, in addition to creating creative scenes and providing novel shopping experiences, they are also looking for a space to tell a good story.
New market relationships have also changed new concepts of space shaping, so the flash mob has also rolled up to new heights. For example, the investment in curation and installation display is even more detailed and complete than that of some professionally curated exhibitions. At the same time, it also has a variety of activities, performances, sharing, experience and other interactive forms......
It can be said that the current commercial flash mob has the most "compound" presentation state, and has long since changed from a simple sales logic to a "everything" business behavior in one fell swoop. This requires the brand to have both the persistence and foundation of values, the aesthetic ability to control the scene "film", and the ingenious creative design ability.
This summer, we've seen more and more brands use immersive brand experiences to engage with audiences in new and creative ways, not only to "get out of the picture", but also to value the relevance of young people's attitudes. We found that the key to this wave of scene experience marketing can detonate the popularity lies in two points:
- Take advantage of the "customer group": create hot spots in the value proposition/interest points of the mainstream customer group;
- Leverage the power of "place": use the value of the place to inspire unexpected influence.
At the same time, offline pop-ups also show three major trends:
Trend 1: Fashionable literary projects and cultural spaces are emerging in an endless stream
Trend 2: Lock the "vacation feeling" track and link it with the "anti-commercial atmosphere" venue
Trend 3: Explore new fields and update the slow life of the city with the brand concept
Exploring the "Literary" of Fashion
Deepen the core of brand value
In the era of fast-moving content, "literature" has endowed fashion with a deeper ideological value and is also an important internal support.
For "big brands", "emphasizing their literary attributes" is becoming a new good way to convey the brand style and aesthetic core to the public. Brands such as Prada, Aesop, Wenxian and Guanxia have created campaigns with literature at their core to create a deeper emotional bond with consumers.
Brands choose literary works around their own tonality, on the one hand, to highlight the brand spirit with the help of cultural perspectives, and on the other hand, it is indeed to bring spiritual habitat and cultural nourishment to the public. And we can also feel more of the charm of the intersection of literature and fashion from the literary content brought by fashion brands.
MiuMiu's "Summer Reader" global limited-time event
The "female value" narrative integrates the power of women into the connotation of the brand
Location: Paris, London, New York, Shanghai and other selected cities around the world
When: June 7-9
From June 7th to 8th, Miu Miu held the "Summer Reads" event in 8 cities around the world, including Paris, London, New York and Shanghai.
Choose to settle in newsstands, bookstores or newly built venues, and present classic feminist literary works to the public in a personalized design space, aiming to show women's thinking and life in different roles and convey the power of women. In this process, it also continuously and multi-dimensionally enriches the brand's social and public role and establishes the brand's value background.
In this event, the Shanghai station went to Locke Bundyuan, which was jointly created with naive Ideal Country, which integrates bookstores, coffee and bar formats, with a small exhibition area, and selected books with a small program reservation code after arriving at the store, with Sibilla Aleramo's "A Woman" and Jane Austen's "Persuasion" two all-English readers to choose from, with exquisite theme bookcovers and bookmarks of the same color.
These works have been continuously re-examined over the years, and the issues and ideas explored in them are still relevant today. By spotlighting the classics of feminist authors and presenting extraordinary women's reflections on life, Miu Miu further clarifies the brand's commitment to advancing contemporary thought.
There is a special check-in place at the entrance and in a corner of the store, and there will be the same ice cream as a gift, and the whole process can be completed in about 10 minutes.
The event lasted only 2 days, and the online reservation was quickly full, and the popularity of the Xiaohongshu topic #MiuMiu夏日读本 reached nearly 300,000, and there were often queues for admission offline, which fully mobilized the enthusiasm of the participants.
Miu Miu's clothing design style has always presented a unique "literary" temperament, and in fact, the brand's connection with the cultural field is also reflected in more of its cross-border projects.
For example, since 2011, the brand has launched the "Women's Stories" series, inviting international contemporary female directors to make short films to illustrate the brand's spirit with their personal understanding of women. In April, the Maison held the first event of the Miu Miu Literary Club at Circolo Filologico in Milan, Italy, revisiting the iconic works of female writers Sibilla Aleramo and Alba De Céspedes, deepening the brand's literary core.
Miu Miu sees her in-depth work in the field of women's marketing as a daily exploration of accumulating brand value and connecting with women, and to some extent, it is also a manifestation of long-termism in brand building.
VANS x VITAL Company x Green House
Guangzhou flash mob for a limited time
Magazine Shop 杂志铺
Higashiyamaguchi Vital Station
When: May 9th - May 20th | Daily from 12:00 to 20:00
VIP time:May 9, 15:00-17:00
Address: VITAL Company, No. 28, Miaoqian West Street, Yuexiu District, Guangzhou
江南西 Green House 站
When: May 9 - June 9 | Daily 8:30-19:00
Address: No. 102, No. 5, Qingfeng Street, Jiangnan West Road, Haizhu District, Guangzhou
BRIGHT PLAZA VANS STATION
When: May 9 - July 9 | Daily 13:00-21:00
Address: VANS flagship store, No. 142, 1st floor, Guangming Plaza, No. 63 Xihu Road, Yuexiu District, Guangzhou
The magazine shop once served as a window to understand information, satisfy intellectual curiosity, and get in touch with more diverse aesthetic styles, influencing generations; With the advancement of time and the development of the social environment, people's reading habits have changed, and magazine shops have gradually disappeared in the city.
This summer in Guangzhou, original extreme sports brand VANS, together with local lifestyle aesthetic units VITAL Company and Green House, launched a pop-up pop-up campaign with the theme of "Magazine Shop" in various locations in Guangzhou from May 9 to July 9.
In this pop-up event, VANS has created a retro whirlwind in Dongshankou, Guangming Square and Jiangnanxi in Guangzhou, bringing the magazine shops carrying diverse knowledge and visual styles back to the old town of Guangzhou, and the local street culture will also be spread to every corner of the city through the magazine shops.
VANS 利用「Magazine Shop」唤起记忆中的老广印象，同时诠释更属于当下的 A New Reading 阅读新风尚。
VANS 「Magazine Shop」限时快闪于5月9日登陆东山口 VITAL Company、光明广场 VANS 旗舰店,Green House 江南西三店齐开。 联动的三方在东山口的VITAL Company 与光明广场 VANS 的「Magazine Shop」现场搭建起杂志小屋供大家打卡拍照。
VANS limited products, VITAL x Green House joint list products are also on sale in the three stores at the same time, and friends who come to check in and spend during the flash mob will have the opportunity to receive a wide range of co-branded product souvenirs.
Linkage with "anti-commercial atmosphere" venues
Release the "relaxation" brand attitude
At present, in order to meet people's yearning for a relaxed life, many brands firmly lock the "vacation feeling" track and actively link with relevant places with "anti-commercial atmosphere".
The landing of the flash mob is an expression of attitude: you who are trapped in the city to work can come here to feel the beauty with us.
Luxury/fashion brands are fully promoting the "marketing + retail" layout
After last year's "revenge" holiday boom, luxury fashion brands are looking to continue to strengthen their communication with consumers during the holiday season this summer, promoting a comprehensive "marketing + retail" layout.
Dior kicked off the 2024 European Summer Retail War: the brand plans to open permanent landmark-level boutiques in Athens, Greece and Puerto Banus, the European resort of Puerto Banus, as well as seven pop-up stores related to the Dioriviera beach collection, among others, in Nice, France, and D Maris Bay, Turkey.
At the same time, well-known brands such as Jacquemus, Gucci and Cult Gaia are already preparing summer pop-up tours across Europe.
Their continued expansion on the European coastline this summer is a sign of a trend in which luxury brands will continue to invest heavily in holiday retail in the future.
Gucci
Gucci 在标志性的 THE Pelican 酒店(时尚爱好者的最爱)亮相,推出其 Gucci Lido 2024 年夏季系列。
Gucci recently unveiled a series of unique pop-up stores in Porto Cervo, Italy, the Gucci boutique in Capri and the glamorous Saint-Tropez.
As part of the Gucci Lido experience, the Maison will host a unique and private event at Hotel IL Pellicano, one of the top resorts on the Tuscan coast.
During the event, guests will be immersed in a curated getaway that blends Italian hospitality with the majestic beauty of the Mediterranean, as well as Gucci Lido's interpretation of the House's philosophy.
Jacquemus
As an independent designer brand, Jacquemus always has a way to attract people's attention in terms of attention, creating a "out of the circle" event that does not lose to luxury brands, and its sales can also be said to be unbeatable among many designer brands.
It is understood that the medium-term goal of the brand is to achieve revenue of 500 million euros by 2025. All these achievements are inseparable from the careful layout of the brand.
At the beginning of June, the Jacquemus Fall/Winter 2024 show was held in the Italian resort of Capri, where the 15th anniversary of Jacquemus was held in a charming villa in Malapat surrounded by the sea. Before the big show, the brand also announced that it would open a boutique on the island.
As one of the leading independent designer brands, Jacquemus has a track record of sales and social influence that rivals that of luxury brands. Whenever Jacquemus creates a pop-up store, the playful store design attracts fans to make a "pilgrimage".
Last summer, Jacquemus opened POP-UP in Saint-Tropez, France, and took over the beach with highly saturated lemon yellow stripes to fill up the hot summer feel. This year, the brand continues to do so, but with a different color to make the summer even cooler.
Jacquemus' collection of themed pop-ups, flagship stores, and clubs all incorporate the laid-back romance of southern France.
Recently, Jacquemus built a new summer pop-up store and beach club in Saint-Tropez, a resort in the south of France, and renovated La Renaissance, a coffee shop and bistro near Place des Lices, to bring the iconic yellow and green striped aesthetic to the restaurant seating and the beach loungers and umbrellas, respectively, bringing an immersive experience of "southern French style" to the masses. At the same time, the promotional visual campaign is still full of playfulness, including oversized postcards, scissors, multi-layer mattresses, drinks and parasols and other symbolic objects with the meaning of summer vacation.
MiuMiu
Miu Miu登陆戛纳Plage L’Ecrin，打造Summer Club夏日俱乐部体验活动。
The beach area, terrace, games and food truck are all personalised with vintage-inspired seaside stripes and the distinctive Miu Miu logo.
Recently, Miu Miu hosted an exclusive summer club luncheon at the Plage L'Ecrin in Cannes. After enjoying the meal, invited guests will join the Miu Miu Summer Club for a variety of special experiences, including cricket, pétanque, backgammon, sunbathing and more.
A specially curated reception session added to the charm of the event. The entire beach area, game area, and food truck are decorated with retro-style beach stripes, giving it a stylish and energetic atmosphere. At the same time, Miu Miu's brand elements are also subtly integrated, making the whole venue full of the brand's unique charm.
In 2024, we'll continue to see the popularity of luxury brands taking over beach clubs, and brands will expand into new formats.
Island resort style pop-up
Jo Malone "Island Holiday" flash mob
From June 8th to June 10th, the "Island Holiday" series of Jo Malone Blossom limited offline flash mob landed in Zhang Garden, the "No. 1 Garden on the Sea", a unique island "party".
This event created a relaxing holiday island. Here, you can not only experience the brand's limited fragrance products, but also feel the immersive interactive experience based on island vacations, and enjoy the relaxed holiday atmosphere of a tropical island.
The entire island is inspired by the Jo Malone Blossom Limited "Island Holiday" series (the Blossom Limited is a classic series of Jo Malone), with coconut palms, beach chairs, surfboards, ...... The vibrant seaside elements are a strong eye-catcher.
Jo Malone specially placed the "Snow Pomelo" shade installation, which is filled with the relaxed atmosphere of a unique island; The bright mint green "surf shower device" pours a piece of coolness, allowing the healing "yellow hibiscus" to swim around with bursts of water vapor; There is also a large orange-red "big reclining chair" to show the emotional vitamins brought by "Sunlight Sakya Fruit".
Bright yellow striped decorations and beach balloons are placed at will...... Walking into Zhangyuan Maoming North Road, it is like walking on the beach of the island, and everywhere is filled with the relaxed atmosphere of a unique island.
During the event, consumers can visit the island to explore the mysterious treasures. Check in and publish Xiaohongshu to get a fragrance experience pack (limited to 1,000 copies per day); If there are more than 15 likes on the relevant posting content, you can get an additional canvas bag (limited to 1,000 copies per day); Purchase the Jo Malone Blossom Limited Edition "Island Holiday" series on-site and spend any amount to stand a chance to win Venchi three-ball ice cream.
Nespresso
Over the years, Nespresso has been the official partner of the world's top film festivals, and every time it opens a temporary beach on the promenade, it has always attracted countless envious glances.
This year, the brand has once again lived up to the hype with a unique summer feast under the theme of "Unforgettable Mediterranean Summer".
One of the highlights of the event was the Cannes Film Festival, where Nespresso transformed its iconic Nespresso Plage into a glamorous beach club inspired by the '70s.
Set against the backdrop of this celebration of legendary cinema, Nespresso presents its limited edition collection in the most gorgeous way possible.
From pop-up cafes on bustling city streets to immersive experiences in tranquil coastal towns, consumers have the opportunity to immerse themselves in the sights, sounds, and flavors of the Mediterranean Sea and enjoy a good time at Nespresso.
Walking into the newsstand, a fresh sea breeze blows in your face, as if you are in the embrace of the sea. The interior of the store is simple and stylish, and every place reveals romance and warmth. Here, you can taste a wide variety of coffees carefully blended by Nespresso, each sip full of rich aromas and unique tastes.
Guests flock here to immerse themselves in this unforgettable experience. They may sit on rattan chairs by the sea, enjoying the beautiful sunset while sipping the iced coffee in their hands; Or stroll on the beach and feel the sea breeze and the softness of your feet.
In addition, visitors are encouraged to share photos of their events at the Nespresso waterfront newsstand. Here, you can see many people sipping iced coffee with flowers in their hands and happy smiles on their faces. These photos not only record their good time at the newsstand on the waterfront in Nespresso, but also become a precious memory of their journey.
Interpret the value of place
Renewing the slow life of the city with the brand concept
A good "place" is one that you can remember, care for, and integrate into your life. It's alive, it's personal, it's a place that awakens our emotions and stimulates our imagination.
Brands choose to land flash mobs in places that share their own values and spirit, and use the value of the place where they are located, or they can burst out with unexpected influence.
When it comes to the summer tourist mecca of the past two years, Aranya must be on the list. Stunning coast, poetic architecture...... This kind of paradise makes people feel that going to Aranya is not so much a trip as a trip to a slow time.
Aranya's slowness has a kind of magic that allows people to live at their own pace, and it is precisely because of this that all kinds of diverse and cool art and culture are inclusive and symbiotic here.
LE LABO ON WHEELS
Interpreting "Slow Life" with "Slow Art"
Location: Aranya Community Beach
When: May 17 - June 10
LE LABO ON WHEELS is an entire scent laboratory, creations and pre-loved furniture packed into a container truck. As LE LABO's offline pop-up fragrance laboratory, it has traveled to many cities around the world, and now it is the first time it has entered China, and the first stop it chooses is the Aranya community in Qinhuangdao.
From May 17th to June 10th, it will stop at the Gold Coast for a limited time, at the junction of the vast sea and sky, integrating the lifestyle from New York into Aranya, hoping to start a new sensory journey with more avant-garde creative communities, and inject infinite inspiration and imagination into Aranya.
THE EXPERIENCE FROM "LE LABO ON WHEELS" ALLOWS US TO EXPERIENCE THE "SLOW" ART BEHIND LE LABO.
CONVERTED FROM A CONTAINER TRUCK, LE LABO ON WHEELS IS PARKED ON THE BEACH, ADJACENT TO ARANYA'S ICONIC SPIRITUAL BUILDING "LONELY LIBRARY", AND THERE ARE NO LANES OR SHORTCUTS ON THE WAY TO THE TRUCK, SO YOU NEED TO TAKE SOME TIME TO GET CLOSE TO THE AMERICAN RETRO TRUCK.
Dark iron bodywork with a distinctive logo, rustic recycled oak flooring, and handcrafted art wall coverings complete the scent lab, revealing the unique New York lifestyle.
Walking up the stairs, through the car window, the Aranya coastline comes into view. Selected pieces are displayed on pre-owned furniture, inviting you to observe, touch, listen and smell, integrating consistent aesthetics and ingenuity into the fabric of Aranya's community.
Even though the feast is limited to one month, the space contains no shortage of experiences, which are easily displayed in the authentic simplicity and freedom of LE LABO's lifestyle of observing, touching, listening and sniffing.
The main body transformed from container trucks is the iconic design of "LE LABO ON WHEELS" at every stop of LE LABO around the world, which comes from the founder's blessing of texture and environmental protection concept.
EACH STOP OF "LE LABO ON WHEELS" WILL CHOOSE THE CORRESPONDING STYLE OF PLANTS OR DESIGNS ACCORDING TO THE CITY OR COMMUNITY IT IS LOCATED, AND ARANYA ITSELF IS FULL OF VARIOUS COMMUNITIES AND CREATIVE UNITS IN THE FIELDS OF ART, FASHION, DESIGN, ETC., WHICH GIVES LE LABO MORE ROOM TO PLAY AND PRESENT THE DIVERSE, AUTHENTIC, FREE AND INCLUSIVE LIFESTYLE UNIQUE TO THE COAST.
The choice of Aranya for the first stop is also the inevitable expectation of the two sides to jointly explore the most essential value of the community and continue the close connection between people. The co-creation and exploration genes of the local community are also in line with LE LABO.
CASETiFY 「JOURNEY TO Re/BiRTH
Reinventing the Journey of Rebirth" Inspiration Space
Creative interpretation of green attitude
Location: Aranya
When: April 27 - June 10
With a new space for inspiration, a variety of reinvented experiences, and an eco-friendly art installation co-created by local art groups, CASETiFY invites creative lifestylers to witness the brand's achievements in expanding the use of recycled materials, expanding recycling programs, and reducing single-use plastics, and to participate in a visual feast that integrates technology, aesthetics, and environmental protection.
In terms of the overall design concept, the "JOURNEY TO Re/BiRTH" inspiration space uses futuristic silver and sustainable green, creating a world of inspiration for human beings to carry the vision of beautiful nature on the shores of the Spring Gold Coast.
The design details are also striking and creative, with CASETiFY's iconic camera frame transformed into a door frame and window, offering a glimpse into the possibilities of reinvention.
The lounge chairs on either side of the Inspiration Space are made of eco-friendly materials and welcome every creative person in a colorful way.
The "Re/CASETiFY Recycle" mobile phone case recycling program showcases vividly introduce the four steps from recycling old cases, processing and remodeling, to polishing into Re/CASETiFY particles and creating a circular rebirth.
CASETiFY also set up a "Re/CASETiFY" mobile phone case recycling bin on-site to encourage consumers to put their old mobile phone cases (regardless of brand or model) into the recycling bin, and take concrete actions to reduce the burden on the earth.
As a leader in green fashion, CASETiFY has always supported and encouraged every unique creativity, launched the "Re/CASETiFY ART" project, and collaborated with artists around the world to focus on environmental protection, using recycled old phone cases as materials, polishing and processing them, and integrating sustainable design concepts to regenerate them into works of art, giving new vitality to consumer waste.
In the future, CASETiFY will continue to explore diversified environmental protection practices, provide a platform for creative expression for the global art community by integrating the concept of sustainable development into its business scope, create an environmentally friendly experience that is both interesting and convenient for consumers, and continue to deepen the field of environmental protection and fulfill its corporate social responsibility.
epilogue
This summer, the reason why this wave of big-name scene experience marketing can detonate the popularity is due to two points:
Take advantage of the "customer group": create hot spots in the value proposition/interests of the mainstream customer group
In a "post-materialistic" consumer generation, under the strong demand of the younger generation for emotion, self-balance, and social value, the publicness of the brand and the value concept that the brand wants to express can start from a flash mob.
In order to help young people in various lifestyles, to create hot spots in the points of interest, not only accurately target specific young people, respond to their real scene needs in the interest of life, but also attract young people to take the initiative to approach, two-way running.
Leveraging the power of "place": urban life renewal based on the brand concept
Whether it is the Prada explosion and transformation of the vegetable market, or the GUCCI explosion and transformation of the bus station in Chengdu Zhongshamao Street, almost all public places have the possibility of doing flash mobs. As long as the existing state and functional attributes of public places are respected, and no destructive transformation is done, it will become unique offline content.
For brands, choosing an urban space that shares their own values is not only "borrowing the power of the place", but also giving the place itself new stories, content and new traffic. "Interpreting the value of the place, updating it with the brand concept, and creating new content", and finally feedback, is the renewal of urban life based on the brand's own content.