Brands take up temporary residence in traditional retail settings
Implications - As brands look for new ways to excite consumers within the brick-and-mortar realm, many are emerging with immersive events that involve temporary residencies. Whether organized around a specific product launch or in celebration of a brand milestone, such brand "takeovers" deliver a memorable experience for consumers that both serve as important brand touchpoints, as well as creates the illusion of urgency due to the time-sensitive nature of the event. This shift speaks to the consumer desire to interact with brands in meaningful and truly surprising ways.
Workshop Question - If you were to do a brand takeover, would it be for a product launch or a milestone? How would you make it memorable for the consumer?
Trend Themes
1. Temporary Brand Residencies - Brands are opting for immersive events by temporarily taking up residence in traditional retail settings, thus creating memorable experiences for consumers that both serve as important brand touchpoints and create the illusion of urgency due to their time-sensitive nature.
2. Immersive Experience Activations - As brands aim to create awareness around brand heritage or bringing digital campaigns to life, they are emerging with immersive spaces dedicated to illuminating the brand experience for consumers and promoting product awareness.
3. Themed Tattoo Pop-ups - Appealing to a niche audience, themed pop-ups like comic hero tattoo parlours promote a popular film release in a memorable way. Such targeted brand activations involve Millennials in a unique way.
Industry Implications
1. Retail Industry - Temporary brand residencies and immersive experience activations have altered the brick-and-mortar industry as brands look for new ways to interact with consumers meaningfully.
2. Fashion and Lifestyle Industry - Exclusive footwear pop-ups, celebratory sneaker shop takeovers, and branded emoji-themed pop-ups serve as innovative advertising tools within the fashion and lifestyle industry.
3. Entertainment Industry - Themed tattoo pop-ups like the Harley Quinn-inspired one at SXSW 2016 have revolutionized cinematic experiences as consumers interact with brands in unique ways.
7 Featured, 61 Examples:
595,037 Total Clicks
Date Range:
Dec 15 — May 16
Trending:
Warm
Consumer Insight Topics:
