Direct Line Blog

Trend watch: pop-up shops in Manhattan

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In June I wrote about Courvoisier opening pop-up shops in boutiques across the country for its “Find Greatness Within” campaign. Lately it seems these shops, some of which include cross-promotion with other major brands, are becoming more and more common, especially in the New York metro area.

According to Crain’s the United States Tennis Association is opening a temporary store in SoHo during dates surrounding the US Open (August 22 – September 10).

Additionally, mega-retailer Target, which had profits drop 7.6% in the second quarter, will open numerous “bullseye bodega” shops around the island in Midtown, Union Square, SoHo and the East Village during fashion week.

Gap’s flagship store on 5th Avenue is housing a pop-up shop for Paris-based brand, Collette from September 5 – October 6.

Finally, Virgin Megastore has opened a Warner Bros. 85th Anniversary store inside its Times Square location. The store within a store houses a mini-movie theater and will be open for seven weeks. The store opening coincides with Virgin’s $10 Sale, which will feature Warner Home Video DVDs for $10.

Keep your eyes peeled for more retailers looking to expand their customer base through this type of out-of-home initiative.
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