We are very excited and eager to show you how pop-up stores will evolve in the future in terms of their impact on the brand and engagement of the customers as seen by GenZ.
Strategic Importance for Brands
The strategic role of pop-up stores is highly concentrated on branding. One way to achieve this is through creative pop-up store design. Since pop-up stores mainly focus more on the products, the designs tend to utilize strong theming centered on the product line itself. Considering the vision of GenZ shoppers, the ideal pop-up stores in the future will need to create a strong, attention-grabbing statement that will attract them into the store. It is also important to make every corner of the store photo and video friendly for GenZ guests to be able to capture and share their experience on-line with friends and followers.
Creative Design Techniques
Our GenZ representatives pictured one possible direction for ideal pop-up stores where the general design is eccentric incorporating art elements. As mentioned before, the store itself is a photo background which can be achieved by playing with different color-combinations, and by making the design look a bit surreal and changeable. GenZ customers need to be surprised in order to catch their attention. Bold colors, dynamic LED light, combined with interesting materials and textures play a big role in achieving an eccentric pop-up store design style. The store design can also have a bit mysterious look from the outside which will likely be grab attention and pull customers inside.
Another idea the GenZ representatives came up with was a pop-up store design that has many different themes that slightly connect through different elements. These ideas are definitely opposite of boring, however it’s important for brands to remember that designs need to be cohesive and not overstimulate customers. If the design style is too busy, it will take away from the strategic goal of branding and highlighting the new products.
Unique Examples for Future Pop-up Stores
The first specific example for the future pop-up store is a space and starts themed concept. Here the products are hanging from the ceiling just as if they floating in sky with shooting stars, while all the walls, floor and ceiling are painted black. As a decorative and surprising element, an astronaut is carried around the store by balloons of planets. The atmosphere is mysterious yet elegant.
The second idea is an underground pop-up store design concept. With the aim of making the store more hidden or mysterious, the location is moved underground. Customers can enter the store from above by stairs or descend using elevators. Customers are already able to see the pop-up store before entering through its glass ceiling. The ceiling is decorated with normal or light graffiti. To make it personalized, the light graffiti has the feature to change shape and color. The floor is painted with black with white paint spots and the whole atmosphere has an artsy, exhibition like vibe.
Future Direction for Brands
The creative works of our GenZ representatives showed us that their vision was completely in line with the direction the retail design industry is heading towards. Even though they are considered to be digital natives, brands tend to forget that GenZ prefers to shop in brick-and-mortar stores. Their decision making during shopping is already quite impulsive when it comes to choosing a store, restaurant or pop-up store to enter. Their preferred choice will always be the one that fulfills their needs for technology unique experience, and creative design. Retailers have to keep in mind that this generation that already holds $44 billion in buying power and have a strong opinion. They want to be amazed and have high expectations when it comes to design.
