A CURTAIN CALL FOR POP-UP STORES & MALL OPERATORS” How brands are leveraging Pop-Ups in Shopping Centre's We were asked to create a design and develop a Castello Specialty Cheese Pop-Up Store in line with the outcome of their extensive consumer research. The Pop-Up store Design needed to reflect the likes and dislikes of their Castello Consumer profile. It needed to be a complete shopping experience that could serve as a possible starting point for further international retail development of business to business as well as b2c. The Castello Road Show, as we like to call it, will now be travelling on to Sweden and Dubai in 2015, after which it’ll head off to Australia in 2016.

1. DATE | APRIL 22nd  2015
“A CURTAIN CALL FOR POP-UP STORES & MALL OPERATORS”
How brands are leveraging Pop-Ups in Shopping Centre's

2. “THE POWER OF POP-UP”
On how a brand can benefit from Pop-Ups

3. “… and then I got a call from CASTELLO…”

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Table of Contents
7) Video Opening Babylon of the 1st Pop-Up
5) Our Brief From Castello…
6) How we did it and the challenges!
3) Why Malls Should Embrace Pop-ups…
4) An Example Of An Event Based Pop-Up.
1) Intro – Got A Call From Castello Cheese!
2) What Is A ‘Real Pop-Up’, Anyway?
8) Handover – Francesco Leone

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Quote – JLL
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“If new products can come
and go, why can't stores?”
This is the premise behind the Pop
Up phenomenon that has taken
over the world of retailing.

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Why Malls Should Embrace Pop-ups…
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1) To Introduce New Retail Concepts And Brands
2) To Move E-tailers From Clicks To Bricks
3) To Introduce A New Brand / Product / Service

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Why Malls Should Embrace Pop-ups…
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4) To Create Unique And Experiential Events
5) To Create Museum Quality Exhibits
6) To Create a buzz / Garner PR / Generate revenue

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A UNIQUE POP-UP MUSEUM EXHIBIT
A Van Gogh Museum Pop-up Experience
A HIGH END POP-UP EXPERIENCE
THAT WILL INSPIRE YOU…
Seduce your mall visitors, whilst
honoring 125 years of the
master's inspiration..

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A UNIQUE POP-UP MUSEUM EXHIBIT
A Van Gogh Museum Pop-up Experience
Specially tailored product
merchandise, make
the experience complete…

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Our Brief From Castello
Castello Cheese Pop-Up Store
We were asked to create a design and
develop a Castello Specialty Cheese
Pop-Up Store in line with the outcome
of their extensive consumer research.
Drag your map here

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Our Brief From Castello
Castello Cheese Pop-Up Store
The Pop-Up store Design needed to
reflect the likes and dislikes of their
Castello Consumer profile.
Drag your map here

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Our Brief From Castello
Castello Cheese Pop-Up Store
It needed to be a complete
shopping experience that could serve
as a possible starting point for further
international retail development of
business to business as well as b2c.
Drag your map here

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How We Did It and the Challenges We Faced
Castello Cheese Pop-Up Store
We had to overcome many challenges
in the countries we travelled to with
the ‘Pop-Up Roadshow’
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How We Did It and the Challenges We Faced
Pop Ups need to look & feel like a permanent store, but must be…
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1) Modular fit out- dimensions and locations vary greatly for pop ups
3) Must not alter the spaces/locations in any structural way
2) Easy to assemble and dis-assemble due to limited time lines for pop ups
4) Be re-usable without too many touch up expenses
5) Affordable, Turnkey & Merchandised/Staffed/Trained and ready to Pop

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How We Did It and the Challenges We Faced

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Video Opening Babylon of the 1st Pop-Up
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Table of Contents
7) Contact
5) Why We Did It
6) Results
3) Events…
4) What We Did
1) Consumer Interaction!
2) PR & Marketing

21. Consumer Interaction…

22. PR&Marketing

23. Experiential, Event Based ‘EAT THE ART’
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24. 1) BIG IDEA CAMPAIGN
2) WORKING THROUGH THE LINE
3) EXECUTED RELEVANTLY LOCALLY
What We Did

25. WhyWeDidIt

26. Earned Media Summary
Total Placements Total Impressions
316 23,933,547*
*All coverage was comprehensive of the store’s activities and offerings.
UK 14,000,000
impressions before
press event

27. KEY SOCIAL METRICS
Total Social Impressions: 1,735,240
Twitter Impressions: 1,254,228
Facebook Impressions: 481,012
Total Posts: 65
• Number of Castello Facebook Posts: 22
• Number of @CastelloUSA Tweets: 32
• Number of @CastelloUSA Instagram Photos: 11

28. RESULTS
• Reshaped discussion with retailers locally making Castello the cheese experts
• Got permanent Merchandising on the agenda and rolling
• Sold 40t of cheese as a one off in one meeting with Publix in the pop-up store
• Got retailer tastings and excitement around new possible listings and
early seeding of 2015 plan
• Could share consumer insight and inspiration to retailers from the store

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Contact Info
“A CURTAIN CALL FOR POP-UP STORES & MALL OPERATORS”
How brands are leveraging Pop-Ups in Shopping Centre's
📞
Tel +31 654988843
Email Info@retail-is-detail.com
Internet www.retail-is-detail.com
A Presentation By Retail Is Detail 2015