Why pop-ups? "We wanted to offer consumers something different, something they've not yet seen or experienced in our sports-inspired streetwear stores before. The Scene pop-ups bring a taste of the street-smart sneaker trend into shopping malls, while making it perfectly suitable for us to pop up on high street locations, where our customers are," said Craig Lamb, Head of Sportscene.
"Pop-up shops can be set up very quickly, which allows us the opportunity to offer our customers a unique brand experience at music festivals, concerts and events that are relevant to our target market," Lamb added.
Sportscene pioneered its first pop-up shop at Canal Walk, Cape Town in August, with the launch of an 85m² store, filled with highly sought-after sneakers, clothing and accessories. The team grabbed the opportunity to fill an empty store front with an exciting temporary offering. This initiative quickly delivered results, encouraging a national roll-out of pop-up shops.
What made this decision easy, too, is the involvement of local start-up company, PopUp ShopShop, which offers turnkey solutions to popping up in South Africa. PopUp ShopShop secured the spaces for short-term rental and, along with partner The Design Company, produced pop-up kits for The Scene. TDC has a rich, 21-year track record in designing and creating beautiful spaces for retail and exhibition environments. Through collaboration with PopUp ShopShop the team has designed and delivered a modular, lightweight, flat packable and environmentally friendly pop-up solution for The Scene. One that, very impressively, can be set up, ready for action in just two days.
The Scene will be popping up across the country over the next few months. Pop in on Long Street (from 15 October) and at Eastgate Mall (from 22 October), Festival Mall (from 29 October), Access Park (from 12 November) and Vaal Mall (from 19 of November).
For more information, visit www.popupshopshop.com.
