Pop-up retail may be a bit passé, but pop-up-everything-else is still going strong. Earlier this week, we featured an update on pop-up hotels. Next up? A pop-up nightclub in Australia.
The SoCo Cargo Experiment, created for Southern Comfort, consists of four shipping containers that can be stacked side by side or on top of each other, like giant building blocks. SoCo Cargo can be assembled within a day, with an entirely adaptable interior. The venue usually contains a bar, stage and lounge area, but the main focus varies per location. One time it will be a nightclub, next time a live music venue or art gallery, popping up by the side of the road, near a festival, carnival or other outdoor event. The temporary club premiered on Sydney's Cockatoo Island in October. During Melbourne's St Kilda festival in February, SoCo Cargo hosted a number of up-and-coming live acts. Then it was on to Adelaide's Garden of Earthly Delights (another festival), where the containers held a slick dance lounge featuring hot DJs and late night grooves.
For an old liquor brand trying to reach a new group of consumers, specifically young adults, the pop-up approach seems to be working. Surprise creates buzz, and buzz is good, cost-efficient marketing ;-) For more examples of how to delight consumers by taking them by surprise, check out this section of trendwatching.com's transumer briefing.
Website: www.southerncomfort.com
Spotted by: Charles Norbert-Munns, images courtesy of 101 Productions
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I like that idea. Anyone knows where i could find more photos of this?
Where can I get the design ideas and more photos as well as any other information?
Thanks
very interesting concept. would like to see more picture on the interior part. cheers
A heavy, imposing entrance can be a great way to seperate an escapist offering from the rest of the world, enhancing customer anticipation and experience (see my blog). These containers do the job well.
I have seen something similar in Dominica, Lesser Antilles. There, a rather haphazard construction of containers was used to form the "gatehouse" of a performance arena for the Calypso Monarch final. The rest of the arena's "walls" were just plastic sheeting tied to the existing wire fence.
The container-built "barbican" over the entrance was certainly more impressive than walking through a gap in a wire fence, as well as providing practical space for a ticket office and whatnot.
Cheers
Adam Lawrence
Experience Blog: www.experiencedesign.de
Adam | May 9, 2007 1:33 PM