The Macy's Herald Square Activation Featured Halloween-Themed Decor
Jana Pijak — September 7, 2017 — Business
References: grandinroad & amny
Celebrating the spooky spirit of Halloween, this Macy's Herald Square pop-up opened its doors in NYC last year and was a collaborative effort with home decor brand Grandin Road. Spanning 1,400 square feet, the temporary retail space was filled with 250 products from the brand -- ranging from holiday-specific props and candles, to kitchen essentials with a sophisticated look and feel.
Showcasing Grandin Road's range of home accessories, the pop-up included everything from an eerie dinnerware station to sculptural art work that played with the perception of visitors. While the brand's dinnerware was part of a fully set table, equipped with mannequins and skulls, its entryway featured a spooky yet stylish mannequin who posed with a skeleton dog prop.
Appealing to festive shoppers, the Macy's Herald Square pop-up showcased Grandin Road's versatile decor collection while inspiring home owners with its whimsical set-up.
Showcasing Grandin Road's range of home accessories, the pop-up included everything from an eerie dinnerware station to sculptural art work that played with the perception of visitors. While the brand's dinnerware was part of a fully set table, equipped with mannequins and skulls, its entryway featured a spooky yet stylish mannequin who posed with a skeleton dog prop.
Appealing to festive shoppers, the Macy's Herald Square pop-up showcased Grandin Road's versatile decor collection while inspiring home owners with its whimsical set-up.
Trend Themes
1. Holiday-themed Pop-ups - Retailers create temporary brick-and-mortar locations that cater to the season or holiday and offer specialized products in a unique setting.
2. Collaborative Brand Activations - Brands collaborate with each other to create unique, interactive activations for consumers that showcase their products in a fresh and innovative way.
3. Whimsical Home Decor - Home decor brands are offering products that appeal to consumers looking for unique and whimsical pieces to incorporate into their homes and holiday decor.
Industry Implications
1. Retail - Retailers can create temporary pop-ups to showcase their products during the holiday season and offer a unique shopping experience to consumers.
2. Home Decor - Home decor brands can collaborate with other companies to create interactive and immersive activations that showcase their products in unique settings.
3. Event Planning - Event planners can incorporate holiday-themed pop-ups and immersive brand activations into their events to provide guests with a memorable and unique experience.
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