Brands are increasingly turning to pop-up spaces to engage consumers in creative and interactive ways. These activations spark excitement, building emotional connections and creating opportunities for visually striking, shareable content which lives on long after fashion week has finished.

Share your brand story authentically by weaving your legacy into every detail

In recent seasons, Loro Piana has impressed visitors at Milan Fashion Week by transforming the newsstand on Via dei Giardini. An iconic location tied to the brand’s heritage, to showcase its seasonal collections. For SS24, the installation featured carefully curated dried flowers that echoed the collection’s warm neutral tones. The newsstand was elegantly wrapped in linen, a quintessential summer fabric that has been a signature of their offerings for years. To further enhance the experience, gift bags filled with local pastries were thoughtfully hand-tied with linen and accompanied by branded postcards with a note about the collections, blending tradition with hospitality to reflect the essence of the brand. authenticity is also expressed through subtle touches, such as the FW24 display of thistle flowers, accompanied by the thoughtful gesture of gifting consumers a bunch of thistles – a symbol featured in the brand’s logo since 1951.

Key Takeaway

In today’s crowded environment, integrating authentic heritage elements into brand offerings is crucial for standing out. Consumers increasingly seek brands that tell compelling stories and reflect their values, rather than just selling products.

Build cultural hubs and engage new audiences with bold collaborations

Known for hosting some of Fashion Week’s most stylish events, The Standard High Line was the ideal venue for a five-day celebration in partnership with Highsnobiety to kick off New York Fashion Week. The exclusive collaboration, “Not in New York,” offered a dynamic programme celebrating fashion and culture, featuring brands like Margiela and HOKA through unique activations such as live jazz nights, running clubs, and stylised chess evenings.

Margiela showcased a one-of-a-kind chessboard with its signature Tabby shoes as the chess pieces, inviting guests to play and interact. Meanwhile, HOKA led a classic run club and workout session, starting at the hotel and guiding participants through key landmarks across the city.

Adding to the excitement, an exclusive capsule collection was available to purchase within the hotel, creating further buzz around the event. To extend the campaign’s reach, creative initiatives such as taking over hot dog stands were introduced to engage a wider audience.

Key Takeaway

Today’s consumers are attracted to brands that reflect their passions – whether it’s wellness, art, music, or social experiences. By hosting activities like HOKA’s running club or Margiela’s interactive chess installation, brands engage consumers in ways that feel relevant and relatable. This approach enables people to connect with the brand naturally by merging lifestyle with product.

Collaborate with out-of-home retail to form lasting impressions

The REFY Café at Paris Fashion Week was a huge success, with queues forming throughout the streets of Paris for exclusive takeaways. British beauty brand REFY created a community-oriented space where visitors could relax and interact between shows, showcasing the new Plum beauty collection in a café setting. Every detail, from the fixtures to the cakes and beverages on offer, reflected the aesthetic of the latest collection, complete with branded menus.

Founder Jess Hunt remained closely involved with the brand activations, even serving coffee to loyal members and offering personalised advice about the brand and the new collection. This hands-on approach builds a genuine sense of care and loyalty, enhancing the personal connection with customers.

This blend of beauty, social engagement, and exclusive perks created a welcoming atmosphere that helped cultivate a strong sense of community, making the pop-up truly memorable.

Key Takeaway

Brands can take inspiration from this by celebrating product launches and promotions through collaborations with unconventional retail spaces, such as café takeovers, to deliver immersive experiences for both new and existing audiences.

Adopt a trial and play approach to build trust and connections with your audience

Dr. Barbara Sturm launched a travelling immersive installation in a metallic airstream that visited key locations in NYC to promote her new anti-aging dual serum. Drawing from over 25 years of research, the renowned founder is celebrated for her ability to blend science and nature, positioning her at the forefront of skincare technology.

Guests had the opportunity to utilise skin analysis technology and consult with the team about their skin properties. This allowed them to receive personalised advice on the best products and how to tailor their skincare routines. Additionally, attendees could win exclusive complimentary samples and enter playful scratch-card games for a chance to win full-size products. Fun photo booths were also available on-site to capture moments and encourage sharing on social media.

Key Takeaway

Crafting immersive environments that invite product trial and educate consumers inspires trust, loyalty, and brand engagement. In a world where quality comes at a premium, consumers want opportunities to interact with products before making substantial purchases. By allowing them to experience and learn about their purchases, brands empower their audience to make confident, informed decisions, ultimately enhancing their overall experience.

Celebrate heritage and community by tapping into cultural interests

DKNY’s Fall 2024 campaign, featuring Kaia Gerber, spotlighted some of New York’s most iconic locations, honouring the brand’s deep roots in the city. Drawing from its “DKNY est. 1989” collection in celebration of its 35th anniversary, the campaign reflects the brand’s multi-generational style and enduring connection to the Big Apple.

DKNY’s storytelling ethos is centred around community, with New York at its heart—a city that inspires, empowers, and fuels creativity. To further celebrate this heritage, DKNY took over a Milanese book kiosk, transforming it into ‘New York Stories’. Wrapped in the brand’s iconic yellow and black brand colours, the installation paid homage to New York through the concept of a free library.

In collaboration with the World Literacy Foundation, DKNY encourages visitors to exchange their pre-loved books for renowned New York classics, such as The Great Gatsby. This initiative embodied DKNY’s commitment to fostering community through a shared love of literature and storytelling.

Key Takeaway

Engaging with consumers on a deeper level is essential. Campaigns that draw on culture, heritage, and human connection not only capture audience attention but also leave lasting impressions that extend beyond the current collection. Today’s consumers seek meaningful experiences; they want to feel involved rather than simply approached.