More marketers are creating novel pop-ups that add dimension to the brand and satisfy consumer consumer interest in experiences.
More marketers across the spectrum are creating novel pop-ups and activities that add dimension to the brand and satisfy consumer interest in experiences. These experiences are also increasingly interactive, immersive and multisensory, as our past trend reports have discussed. In line with these trends, a Glade Boutique holiday pop-up in New York City’s Meatpacking district, created with fashion designer Pamela Dennis and interior designer Stephanie Goto, features five rooms themed around “scent-inspired feelings,” like relaxation and “energized” (complete with an Oculus Rift virtual thrill ride).
The pop-up is a departure for the mass-market candle brand: It has no outside signage, just a keyhole with a neon sign asking, “What will you feel?” Inside, with white walls and polished concrete floors, there’s all the cues of a groovy concept store. Visitors walk past a terrarium to the “Feelings Lounge”—sofas arranged around an objet-bedecked coffee table—then find the new collection of candles covered in bell jars for sampling the scents, akin to the merchandising format of ultra-luxe candle brand Cire Trudon. There’s also a backlit installation made up of hundreds of Glade candles.