Tag: experiential

2018 proved to be the year of the branded pop-up. But why are so many brands catching pop up fever and what is the secret to building the perfect popup experience?

Trends in retail are making it easier for marketers to use temporary spaces for experiential marketing activations.

The term “pop-up” is used by Scene2’s clients to describe anything from a one-day sampling activity to a fully immersive experience and the trend shows no signs of slowing.

“I feel like I take a call about pop-ups at least once a day,” says Max Bywater, Sales & Account Manager at Scene2, which has produced temporary activations for the likes of Absolut, World Vision and Asics.

Why are pop-ups so popular?

A pop-up is a strong tool for building brand awareness, reaching a new audience, and creating a live experience. This is especially the case for a brand with no permanent physical presence, which is why we see Amazon and other online brands jumping on the trend, the latest being Facebook with popups in Macy stores across the USA.

Here are some reasons why these brand experiences keep popping up (sorry!) and what we think makes a great “Pop-Up”

 Why So Many Pop-Up’s?

  1. There’s a lot of empty retail space

2018 has been a bad year for the high street. Toys R Us and Maplin have collapsed, while New Look and Mothercare have announced closures, as have Jamie’s Italian, burger chain Byron and Prezzo. This means empty spaces perfect for popups or more permanent experiences like indoor crazy golf such as https://swingersldn.com/home/west-end/

Swingers London Crazy Golf

  1. Retail habits are changing

People are purchasing more online. Millennials are seeking more urban, boutique-style shopping experiences with a big trend in shopping locally, which means brands will use fewer and smaller stores, and will do better trying to reach younger consumers at well-placed, well-curated temporary pop-ups.

  1. Renting short-term retail space is getting easier.

It is easier to find spaces because there is a big demand for them, furthermore some city councils are working to invite brands and artists to fill empty commercial spaces. London’s first borough of Culture Waltham Forest has several dedicated spaces for pop-ups.

  1. Timing is key.

Before “pop-up” was a marketing buzzword, temporary shops would open at key seasonal times (Firework shops for example) to sell just when people needed them.

That principle is still important and there is a surge in pop-ups around key seasonal dates. Two examples are; Debenhams who has launched in-store gin pop-up with their agency Mother in a bid to drive traffic in store this Christmas and Anya Hindmarch’s Chubby Cloud installation to coincide London Fashion Week.

Pop-ups are a brilliant way to put brands right where they strategically need to be, targeting the perfect audience.

  1. The pop-up space lends itself to Social Media amplification

The reason pop-up fever took over in 2018 has a lot to do with the content being “instagrammable” – it became a thing to be seen at the coolest pop-up and share the experience on the gram as well as other channels.

 Temporary experiences are great for testing

Some pop-ups become a great way for brands to test new products or retail design or the latest technology.

So what are Scene2’s top tips to creating the perfect pop up experience?

Here are a few of our favourites and why we think they work.

Absolut Porn Star Martini Townhouse

Agency:         The Sunshine Company

Production: Scene2

What?

  • Absolut Pornstar Martini Townhouse was a multi-sensory immersive journey through a Soho townhouse
  • Each floor brought to life the tastes, aromas and sensations of the 3 cocktail elements – Passionfruit, vanilla vodka and Champagne, ending with a mixologist master-class.

Absolut Pornstar Martini Townhouse

It worked because….

It was ticketed and promoted via Timeout which mead it very popular during London Cocktail Week.

The partnership with Fred Butler, East London renaissance girl (& a big influencer) to create the passion fruit element on the third floor made it a hot ticket, so it sold out fast.

The content was designed to create a wow factor, with lots of “instagrammable” moments to be captured and shared with the hashtag #AbsolutPSM

Anya Hindmarch Chubby Cloud

It worked because….

It dominated London Fashion Week and became the talk of the town among the fashionista. It was a brilliantly conceived arty activation featuring a giant fluffy white bean bag and activities including star gazing and Radio 4 podcasts. Perfect!

Chubby Cloud

Adidas Glitch Pop Up Chicken Shop

It worked because….

It was clever. Adidas Glitch took over a fried chicken shop and made it their own. Everything from the takeaway food boxes to POS and storefront was rebranded Adidas Glitch. But instead of chicken, guests got spanking new trainers. Ace! The perfect pop-up combined PR Stunt.

Adidas Glitch Pop Up Chicken Shop

Asics Paris Showroom

Agency:         The Sunshine Company

Production: Scene2

It worked because….

 Asics turned their flagship Paris store into a Japanese themed street. Scene2 turned Sunshine’s vision into reality with our knack for theatrical styling and prop design. The store became a destination for press and other VIP’s in Paris Fashion Week 2018.

Asics Paris Showroom Pop Up

Plant Pop at The Truman Brewery

It worked because….

Plant Pop was the dream child of two creatives at Imagination. They saw the growing trend in 2018 for wacky instagrammable pop-ups and designed a vegetable-themed kidult playground, which was ticketed and of course, sold out. Our fav installation was the pea ball pool.

Plant Pop Up

https://www.campaignlive.co.uk/article/why-two-agency-creatives-set-interactive-exhibition-around-food-giant-cherries-oranges/1492448

Please get in touch if you’d like Scene2 to design and build you a memorable pop-up to get people snapping!

With February around the corner and love in the air…we are proud to shout about our Project Manager who openly admits her love for Health & Safety?

Scene2 Senior Project Manager Laura North speaks out….

“I love my job…I love making lists and especially using my highlighter to cross things off it!

Every project has its own list and every list should have Health & Safety as a key focus.  Risk assessment, method statement, installation manuals, materials fire certification, tool lists (including; first aid kit, accident book and sub-contractors safe handling declarations) all need completing for each project and despite having worked in many locations on multiple occasions, most of our projects are bespoke and have never been built before so the RAMS are new too!”

Laura comments that, following recent national events that have hit the red light on Health & Safety, Scene2 have found attention to health & safety in projects is becoming an increasingly crucial part of each job.

“It has obviously always been essential that health & safety is adhered to on all projects and we have always insisted it’s done properly. Increasingly, our clients are seeing it as a necessary component to ensuring a successful campaign and not just red tape for us all to cut through.  For example, in Exhibition Stand design and production, one of our industry sectors, the UK exhibitions industry attracts in excess of 13 million visitors annually which makes public/visitor safety a priority in the execution of any project.  We are experts in producing giant props for exhibitions, which usually means we build very tall things!  Ever changing rules and regulations make due diligence an increasingly important part of our role within a project.”

ALUK - onsite exhibition stand build

Scene2 Director, Susan Walker says “In our experience of working in the big UK venues like NEC & Excel, our clients who make the space bookings and then approach us to design and build their stand, are overwhelmed by the paperwork that they are given to complete.    Where clients have engaged us to design, build and install their stands we can do this at no extra cost.”

Laura goes on to say, “We are proud to offer to take the headache away as part of our service to clients.  Each show’s rules and regulations differ but the headache remains in taking the time to read everything thoroughly to ensure compliance.  Even with my 7 years’ experience, I can take more than a couple of hours to read through the forms, associated notes and guidance documents thoroughly, which to the inexperienced eye, can seem a minefield of information. We have the time and expertise to fill out all the forms and, some may say sadly, I actually enjoy it!”

Laura has given her top tips to consider:

  • Structural Calculations….will be required if a stand is over a certain height and/or in a specific location. This usually has to be done by an external engineer so it’s worth factoring in when setting your production budgets.
  • Dreaded deadlines…..timelines are always short and sometimes impossible. It is good to work with experienced suppliers who have good relations with venues and can usually get quick answers when the clock is ticking.  In our experience when clients want something different or an idea to push the boundaries, quick response and understanding from the venue is important in making things happen.  The best venues are not averse to innovative stand ideas, in fact they love an idea that will raise the profile of the show and their venue but it has to be workable and possible.  An experienced Project Manager, who already has good experience and relations with a venue, is invaluable.  If both sides work together, the best ideas come to life!
  • Experienced Partnerships… before and during stand design/build ensure all H&S regulations are met and compliance is kept to. It may sound scary but ensuring H&S is executed properly saves time and money and is imperative to protect both staff and the general public. Seeking experienced partners who can help guide you through this process will give you confidence when planning future shows.  Luckily some of us find it satisfying submitting that completed form!!

Laura loading truck for you tube experiential event

Laura North has been Project Manager for Scene2 for 7 years and has led the team in successful execution of experiential projects and exhibition stands for clients including World Vision, JWT, Frukt, SP Group, Itsu, Kudox, ALUK, YouTube and Café Pod

The #tasteoflondon foodie wonderland has welcomed the Itsu experiential stand to its five day festival of eating, drinking and entertainment in the heart of London.

Scene2 enjoy working with Itsu and are proud to have installed their experiential stand at Regents Park this morning, ready for sampling the delicious Itsu range.

Scene2 Project Manager, Laura North said “Taste of London is the world’s greatest restaurant festival and we are proud to be working once again with our Itsu friends at such a great event. We have installed this fully modular, eye-catching, experiential exhibition stand many times and are proud of how stunning it always looks”

The Itsu stand can be visited at Taste of London from 15th-19th June 2016 at Regent’s Park, London.

We are thrilled to announce that Christina, our newest addition to the Scene2 project management team, has won an award for extraordinary skills in marketing, PR, event management and entrepreneurial practice by inviting guests to immerse themselves in the journey of  ‘The Velveteen Banquet’.

 (more…)

Quirky, towering and the perfect sophisticated selfie setting.  A wild card in its own playground, our Giant House of Cards just joined the party at the Jesus College, Cambridge May Ball 2015! (more…)

We’re excited to be part of the launch for the new ITVBe channel & delighted to be working once again with Drive Productions and alongside Diet Coke, on this promotional launch UK shopping center tour. (more…)

 

Standing proudly in Covent Garden is the French Boulangerie we have just produced, and installed on Thursday, for GREY GOOSE and on behalf of Ragged Edge, the Boulangerie’s designers. (more…)

Scene2 have just installed a new 3D printer and are busy printing 3D Geese for a client.

Here is a short video of a goose being 3D printed (more…)

Browse our site & take a look at all the exciting stands & units we have produced for previous & existing clients and think what we could do for you! (more…)