I just read that H&M Home is opening a POP UP store here in Sweden, drottninggatan 50. And it's gonna be big, 370 square meters! Not only will they focus on giving interior inspiration for our homes but they will have a temporary coffee bar there and you will be able to buy fresh flowers! I am so pumped for this store, just loving the concept. It creates an experience and a good vibe that the customer hopefully will remember, and come back.
I think pop up stores is the new thing! I mean it's the best thing for the brand and the costumer, it will create a desire and a happening around the brand. I mean, who doesn't like events with a discount? And it gives the brand a unique opportunity to "jump around" a bit and appear at different locations, and that it self might create a feeling of a "local" store. And (yeah I can keep going all night with different benefits) for upcoming brands that can't afford to buy/rent a store, a pop up store is fantastic, you only rent it for a short period of time just to show the world they exist and to see if there is a demand on the products.
Read more about the H&M Home POP UP here.