After introducing you to sustainability and CO2 neutrality at events in Trend #2, Trend #3 is all about pop-ups.
We have all seen a few of these ourselves over the past year without giving them much thought. to about it. What’s behind them and how make brands make their brand so tangible?
You can download the full report with all 10 trends HERE.
Brands go to the customers and not the other way around!
Luxury brands have conquered the elite winter sports resorts. Places like St. Moritz, Zermatt and Kitzbühel have become magnets for extraordinary brand experiences.
Imagine this: You are skiing in the picturesque Alps and discover exclusive stores from Dior, Moncler, LoroPiana and Burberry. This phenomenon, which I call “store and ski”, combines the best of two worlds – the passion for skiing and the fascination of exclusive fashion.
Take the Moncler “Grenoble” store in St. Moritz, for example. With its architecture inspired by the wild Engadine landscapes and its range of highly technical ski and snowboard clothing, it offers an incomparable brand experience.
This development shows that in our digitally dominated world of 2024, physical presence is not only relevant, but crucial for deep brand loyalty. Brands that know how to position themselves where their target group is authentically located manage to leave lasting impressions and establish a strong connection with their customers.
Wherever you look these days, pop-up stores are springing up. Chinese electric cars are not in car dealerships, but in shopping centers. Coca-Cola is opening an X-mas store for unusual Christmas gifts for a month, Got2Be is building a styling store at festivals, to name just a few examples.
I spoke to several exhibitors at the Best Of Events in Dortmund. Whether tent rental, container solutions or mobile location providers, they all confirmed this trend to me.
What does this mean for your brand?
At this point at the latest, you should think carefully about where your target group is located, what the added value of your brand can be for the target group and how you can pick them up at the right emotional moment with a well thought-out brand experience strategy and bind them to your brand.
Do you need help with the implementation of a successful pop-up store?
We at KESCH have already realized numerous pop-ups for small and large brands. We are also happy to plan and implement your personal brand experience campaign. Contact me without obligation.