With pop-up locations in London multiplying on what seems like a weekly basis, the Cadbury Crème Egg Café in Soho and the Dogs Trust Valentine’s Day ‘MicroChippy’ in Clerkenwell are the latest to have caught our attention. The UK is wholly embracing the pop- up phenomenon and according to research undertaken by the Centre for Economics and Business Research, pop-up stores contributed £2.3bn to the British economy in 2015. With high business rates and ever increasing rent prices, the continuing amount of empty locations will see this passion for the pop- up continue throughout this year.
The Cadbury Crème Egg café on Greek Street has already heavily dominated the press, despite Easter being weeks away. The café which is open a mere two and a half days a week from 22nd January to 6th March is situated in a prime consumer location, in lively Soho. With its appealing exterior creating the perfect Instagram opportunity, it is a perfect example of the impact that social media can have in maximising the exposure of a PR stunt. The novelty factor here is essential and with rumours of an interactive ball pit and crème egg toasties for £2, there is no surprise that interest in the café has been enormous. With extortionate rent prices in this area, limited opening hours and cheap prices there can be no intention for the café to run a profit. However, what Cadbury have achieved is a huge amount of buzz and excitement surrounding this novel idea. With tickets for reservations sold out weeks in advance and a strong media presence, the crème egg café epitomises the essence of a pop- up with a combination of exclusivity and innovation.
The Dogs Trust recently announced their charity pop-up in Clerkenwell which will open over this Valentine’s weekend, 13th and 14th February offering pet owners a Doggy Date venue. Aptly named, ‘MicroChippy’ the aim is to raise awareness of the upcoming change in legislation which requires dog owners to have their pets microchipped. It is a perfect example of tapping into a consumer holiday and offering an alternative from the romantic, oversaturated Valentine’s day offerings which are largely directed at men and women, rather than animals. The location, a pop-up 1950s diner complete with booths, dog bean bags and treats for the pooches offers dog owners the chance to enjoy a romantic meal with their pets. Visitors will be able to sample champagne and hotdogs provided by Bubbledogs with all proceeds donated to the Dogs Trust. Although the successful business reality for this venue is minimal, what ‘Microchippy’ will do is offer a unique experience while also providing information and raising funds for charity.
Pop-up venues allow for a variety of creative ideas and entertaining customer experiences. We’ve seen that established brands launch them to either freshen up their image, test out a new location or engage with customers. However, small emerging brands can use temporary locations as a means to further their customer base, and continue to project their brand awareness.
BOXPARK in Shoreditch is the perfect example where established brands like Adidas and Nike sit next to emerging designers and restaurants. For online sites, a physical location offers the opportunity for a physical representation of their brand, and for high-end restaurants, we’ve seen pop up locations as an extension and often more accessible version of their offerings. There are a huge variety of success stories where businesses that once started out in a temporary location have now become household names, or return to the same successful are, year in year out much like the hugely popular food and drink pop up that is Street Feast.
Social media is an extremely powerful tool for pop-ups in order to maximise their exposure and 2016 will see the power of this continue to grow. Ensuring that a pop-up has a catchy, yet unique hashtag and that the décor and signage are on brand is key. If you search #CremeEggCafe you’ll be astounded at the sheer amount of posts on social. Similarly, the temptation of uploading a snap of dinner with your dog will no doubt ensure that social channels are flooded with images of ‘MicroChippy’ this weekend. Befitting the neon lights of Soho, the Cadbury crème egg café has also displayed neon Cadbury signs in the windows, creating the perfect Instagram opportunity for passers-by. If you are interested in extra pointers to help make your brand insta-famous do follow this link. Finally, by inviting key figures and publications to a pre-opening of the pop-up, it is possible to create a trending hashtag and for teaser images to start flooding social media. This results in tempting customers with the excitement of the opening, via social media results in a further excitement on the opening day and beyond.
As 2016 unfolds there is no doubt that the sheer scale of pop up bars, shops, restaurants and animal café’s will continue to multiply. With the encouraged notion of here today, gone tomorrow. You’d better act quickly or you’ll miss them!