creative retail Archives -

FÖMO Store, the physical lifestyle magazine debuts in Gothenburg

The new innovative retail concept has debuted in the Swedish city of Gothenburg earlier this year. FÖMO, short for “fear of missing out”, a new shopping experience in Mölndal Galleria, is as a physical lifestyle magazine, which provides a platform for brands to use it as a gateway into Sweden.

Similar to a micro-department store, it features anything and everything from clothing, accessories, footwear, jewellery, home decor, art and handcrafted goods. The difference, however, is that it’s not a typical store, it is anything but. It is an event focused destination for brand activation and for entrepreneurs to use the space to create a different type of experience. Its main focus is the ever-changing offer, with brands having a limited time to showcase their products or service, meaning that every time customers visit the store they will see, smell or taste something new.

‘The FÖMO concept can be considered the WeWork of retail. It offers convenience and a wow factor by providing limited editions and space as a service,” says Ilona Taillade, CEO of BrandSpots, and founder of the FÖMO concept.

So what does it mean for retailers?
FÖMO is breaking down the barriers for international brands to enter a new market and provides Retail As A Service (RAAS). It is practically risk-free for the retailer and provides the environment to test and launch new products or services. It is a place where retailers can engage with the customer to showcase and showroom their products. Brands are able to book space in the store through the We Are Pop Up online platform.

“There are many international brands that want to enter the Swedish market, but don’t want to make a half a million investment without testing the waters. With FÖMO it’s a flagship pop-up store where brands get the chance to test the market without the risks,” says Ilona Taillade, founder of FÖMO.

‘FOMO want to enrich the shopping experience in a way that feels exciting and innovative. Its urban location in Gothenburg and modern design makes Mölndal Galleria a suitable setting for brands to maximise brand awareness and activation,” says Magnus Bergman, Property Development Director at Citycon Mölndal Galleria.

Want to join FÖMO? Contact the FÖMO team!

Register your interest here

The Store(y)telling Gift Shop – Tomorrow and Friday in Nolita, NYC

We’re popping up Thursday and Friday with The Store(y)telling Gift Shop at 2 Rivington St. The pop up is an experimentation in real-time curation inspired by Fashion Week’s direct-to-consumer shows. Fashion moves at the speed of media now, so we got together with some friends for a challenge: Create a concept store with visionary New York designers – in just one week. Thursday and Friday, We Are Pop Up, Parasol Projects, Creative CNTRL and Retail Access invite you to 2 Rivington Street for The Store(y)telling Gift Shop. 11am to 8pm.Featuring our favorite NYC fashion creatives like St. Ash, Proper Assembly, Martenero, Dirty Grl, March Caps, Thursday Finest and Gemela. From Ziggy Stardust soap to Magritte-inspired sweaters to Rio-to-Brooklyn rings, The Store(y)telling Gift Shop curates across cultures, categories and color palettes. The Gift Shop has customized belts from Beltology, upcycled brass jewelry by Loop de Loup, Hickies lace-free laces, fig liquor by Baron Nahmias and more. All elegantly tied together by Creative CNTRL. We believe in freedom of expression through retail, and The Store(y)telling Gift Shop lets you discover some of New York City’s most creative designers without having to scour the web.We’ve engineered a new creative retail store, stripping away traditional fixtures in favor of interactive displays, vinyls and artistic staging.

We invite you to touch and engage with each of the products, share the #StoreytellingLES experience n the gram and get a gift for yourself or a friend. Join us on a journey to explore visual merchandising and a storybook experience. Each brand is featuring five items with prices ranging from free (Little Treats Brigadeiros + Nahmias) to $495, with a happy median of $125. For private tours, email gregs@wearepopup.com. Pop up retail POS proudly provided by Lightspeed.

Creative retail is now more important than the Internet

On Monday, We Are Pop Up Managing Director Greg Spielberg penned a guest post for WPP-owned global branding agency Brand Union. In his story, Greg revisits a 1996 Harvard Business Review roundtable highlighting the promise of a new innovation: The Internet. As we enter 2016, the 20th anniversary of the HBR roundtable, Spielberg writes that creative retail replaces the Internet as the most interactive form of brand marketing. He points to retail projects from Kiva to Glade, TicTail to Kit & Ace, Refinery 29 to Microsoft.

“Creative retail strategies architect memorable experiences that help consumers understand the world around them and generate product sales. They create stories in real life that allow consumers to participate as actual “people” rather than users, viewers, readers or listeners. There are two primary types of creative retail executions: 1) Nonfiction, or community-based and 2) Fiction, or imagination-based.” Read the full story at Brand Union.