For the Easter period, from March 8 to April 1st 2018, the Dutch brand HEMA asked Storefront to find the best possible space for 2 Easter Pop-Up Stores: one in the heart of Le Marais in Paris, 45 sq m dedicated to chocolate, and another one in the dynamic center of Amsterdam.
We have asked the HEMA Communication Team several questions to know more the their short-term retail strategy, launching 2 Pop-Up Store simultaneously in 2 different markets!
How would you describe the HEMA in few words ?
What is the aim of this pop-up store in Paris and how do you think it would benefit the brand?
The aim was to reveal our 3 new chocolate eggs flavors, to put the brand under the spotlight and to communicate about our Easter campaign. It’s a real marketing tool, to make our customers even more fond of HEMA. We hope people will talk about it, we hope to create a buzz, and to show HEMA as a cool and contemporary brand.
What is the experience you want to create with this store?
You’re also popping up in Amsterdam with Storefront: same time, same theme. Can you speak to this global pop-up store strategy?
Why did you choose to open this pop-up store in front of your flagship in Le Marais?
How is it different from providing a digital experience/buying your products online? What’s the added value?
What was the main criteria for the spaces you chose in Paris and Amsterdam?
What would your advice be for other companies that are thinking of hosting a pop-up store?
Do you think pop-up stores will be a permanent part of your global (marketing) strategy? If so, why?
What does success mean to you?
A Pop-Up Store to get exposure on a global market?
Find it on Storefront !
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