Glassworks Studios is breaking all the retail rules

Glassworks was born from the idea to create a fashion destination for modern women. They offered up both of their retail shops as a ShopShare – one in the heart of Shoreditch and the other in Dalston – to work with other collaborators who share and fit the brand vision. They have now hosted over 12 fashion and accessories ShopShare pop ups, from the likes of Be-Snazzy, Urbiana and Suite Hazen.

We caught up with Irena Gordon and Lauren Lewis, Director of Glassworks Studios about their experience so far and why hosting a pop up works for them.

It offers something new

Hosting a pop up works well for a new brand as well as the space. It introduces new brands and concepts and at the same time, it creates buzz for the store itself. “It injects a sense of excitement and change, which customers really react well to. We learn from every brand that is in store and it can be the start of a longer partnership”.

Collaborating with new brands also helped Glassworks get to know their own customer base. “We learned more about our customers. What they like, or what they don’t like. How much they are willing to spend and adapt to changes in the store.”

Every project is different

With ShopShare, Glassworks are able to host several brands at one time. Since “every project is different”, according to Irena, “it can be completely different to the way you are used to working but it’s a great way to adapt and learn. You learn as time goes on exactly what type of collaborations work and what doesn’t. It’s also a great way to introduce new customers to the store and see a real mix of clientele.”

“We use the We Are Pop Up platform to find new brands to partner with in our London stores. It is simple to use and has introduced us to great brand partners.”

Keeping an open mind to the type of collaborations is also essential to getting the most out of the pop up experience both for landlords and tenants. Irena notes, “The best collaborations are ones that feel fitting for the brand and store integrally, even if it’s a concept that’s never been tried before.” Glassworks keeps an open mind when choosing who to work with, “anything from clothing to coffee and juice brands.”

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Be true to your own brand

The Glassworks team have some invaluable insights about ShopShare:

“While seeking out new experiences may be exciting, it’s also important to stay true to your own brand when collaborating with others. Ask yourself the following questions:
• Does it feel right or your store?
• Would your customers appreciate their presences?
• Is there scope for future projects?”

Irena’s take-home advice is to “never do anything that feels out of your comfort zone. It’s a reflection on your brand too.”

As for brands that wish to rent out a space, it’s always important to speak to the landlord about your ideas and vision for your pop up. “Be open to alternative ways of working and conditions. The landlord will always try to accommodate requests, but be respectful of what is actually possible. It’s a journey for you both.”

Glassworks Shoreditch is located at 190 Shoreditch High Street, London, E1 6HU.
Glassworks Dalston is located at 78 Stoke Newington Road, London, N16 7XB.

If you’re interested in booking your next pop up with Glassworks, click here for more information and to get started.

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Pop up shops rise to the challenge

Pop ups are now a mainstay of retail life, said the Financial Times this week. They asked our CEO Nick Russell to estimate the number of pop up shops in London. Read his reply and the FT’s take on the rise of the pop ups…

Pop up stores rise to challenge of reviving retail, says Financial Times
Pop up stores rise to challenge of reviving retail, says Financial Times

Online brands come onto high streets: The rise of pop ups

Dr. Alastair Moore was invited to Downing Street this week for the launch of Lord Young’s second report on supporting small firms in the UK.

Here at WAPU we (obviously) think that new “pop-up” models of retail – longer than an event and shorter than a lease – play a very important role in regenerating the UK High-Street. It was greatly encouraging to see our contribution recognised in the report, along with partners Pop Up Britain and Popupspace.

“For online businesses, a pop-up offers them retail experience to raise their brand profile, test products and prices and have direct contact with customers, all with minimum financial commitment.”

The report goes on to describe the “early pioneers” striving to improve the model and enhance the experience for others. For example, wonderful new brands like NANUKK. Sarah McLeod said, “when you work alone and online, you never get the feedback – it was wonderful to hear that what I was doing on my own wasn’t crazy and that people actually liked my product and were prepared to buy it”

We are looking forward supporting many great new brands in the future!  You can read more here.

 

 

4 Trends That Are Going To Shape Retail Real Estate In 2013 And Beyond

What is the future for retail real estate in 2013 and beyond? MAPIC Vision #9 look at four trends from 2012 that have the potential to strengthen bricks and mortar shopping, but only if retailers and shopping centres are prepared to look at their business model.

Just when you were beginning to think that online retailing would take over the world here we discuss a range of new digital initiatives that keep retail estate fresh and up-to-date:

– How customer service has reached new levels of sophistication

– How pop-up retail has developed from old fashioned market stalls to truly surprising and profitable elements of the retail spectrum

– How mixed use can take on a new meaning with the addition of culture to our shopping habits

– How bricks and mortar retailers are bringing the digital revolution into their stores; innovating and developing ways of enhancing the retail experience to offer more than online or traditional retail alone

Peter Clucastalks popups with WAPU’s own Dr Alastair Moore with other great insight and contributions from APSYS, EKKi, CLEAR CHANNEL – and our  favorite pop up specialists Pop-It-Up.eu

The full article can be found here.