A US department store has launched in-store pop-up installations that will feature new brands on a temporary basis.
At Springwise, we have published many retail innovations, from in-store AR experiences to a zero-packaging grocery store. A new retail innovation called the Carousel comes from US department store Bloomingdales. The Carousel will be host to a series of pop-up installations within Bloomingdales, creating a ‘store-within-a-store’. Launching in four locations in California and New York, the Carousal will take up 1,000 square feet in each store. Each installation will operate for two months before rotating to a new concept.
The first concept to launch on September 6 will be ‘Urban Explorer’. Created by Eugene Tong, a fashion consultant and stylist, the installation will feature video content of dramatic New York City scenes displayed from the floors to the ceiling. ‘Urban Explorer’ will feature sportswear from new brands chosen exclusively for the installation and also a selection of current Bloomingdale’s merchandise. In addition to the installations, each space will host events such as fitness classes and food tastings. Some upcoming events include a vegan chocolate tasting session by Cioccolada and a meditation class by District Vision.
Frank Berman, Executive Vice President and Chief Marketing Officer at Bloomingdale’s, said: “We want to make sure we’re driving both interest and traffic. While we’re looking to acquire new customers, sell-through is important. It’s not meant to be just an exhibit – it’s an interactive shopping experience and [a way of] tracking new customer acquisition.”