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Shop-in-a-box

Retail

The latest in the world of pop-up retail? From Singapore comes the Venue VBOX, a portable store in a shipping container, which can be set-up temporarily. Any place. Any time. The VBOX enables a brand or company to follow an event they wish to align their brand with, or pop up where consumers least expect it. Tag along with a photography exhibition or set up shop temporarily at a large sporting event. Brands can even showcase items that consumers may not otherwise be able to purchase elsewhere: just fill the VBOX with one-offs or special editions and you’ll pull in consumers with the prospect that they’ll able to purchase something unique. The VBOX comes self-contained and equipped with an iMac and iPod HiFi. It’s entirely ready to go; all that needs to be done is fill it with enticing products. To date the VBOX has housed collections by some of the fashion world’s most prestigious names: RAF SIMONS (Prada Group) and limited PUMA designer co-labs by Alexander McQueen, Christy Turlington, Mihara Yasuhiro as well as CDs, magazines/books and Motorola phones. Whether the VBOX is placed in a remote village in Spain, on a beach in California or on the ski slopes of Canada, it’s a refreshing way to inject fun and excitement into a brand and win over a swag full of new consumers. Japanese clothing brand UNIQLO used container stores for its recent launch in the United States. More about that here. And for much more on pop-up retail, check out trendwatching.com’s overview.

Email: jacque@venue.com.sg

Website: www.venue.com.sg

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