The Pop-Up phenomenon: temporary luxury

Una pop-up store es una tienda que se sitúa en un lugar estratégico durante un tiempo determinado; juegan con el fenómeno de la temporalidad para atraer a sus clientes. Desde el punto de vista del marketing, la urgencia provoca mucho interés y a los consumidores les encanta acceder a ofertas exclusivas y más si los productos son efímeros. Por ello, estos se animan a comprar las pocas semanas que pueden estar en contacto con la marca.

The idea of pop-up emerged in the US market less than twenty years ago, the first cities to launch were New York and later, London.Brands wanted to surprise, renew and obtain an economic benefit through alternative roads to access new clients expanding to new countries.

In addition, one of the keys to this phenomenon is that they add up added value.It seeks not only to sell a product, but an experience.The signatures develop creative proposals to generate emotional experiences in their consumers.To do this, they hire renowned architects and artists who are responsible for building the best stores through groundbreaking designs that transmit an excellent brand image.

In Spain the pop-up stores are in the coastal regions.Brands are aware that the good weather and the beauty of landscapes make Spain one of the ideal destinations to live a unique commercial experience in luxury and style.Connect with the Mediterranean and get access to these unique spaces, where fashion looks in all its splendor, it cannot be a better plan.Therefore, luxury firms such as Loewe, Louis Vuitton, Dior or Gucci have installed their pop-up on the famous Island of Ibiza.

Loewe

The Spanish brand has not hesitated to join the fashion of invading the Navy of Ibiza.The house, which is part of the LVMH group, has recently released its pop-up store on the white island.This will be open from May to October and will house the complete Paula's Ibiza collection of prêt-à-porter garments, bags and accessories."The space recreates a Mediterranean environment generated with lime textures, esparto podiums and a variety of native plants such as pine, olive and wild flowers," describes the brand itself.In addition, "it includes sculptures of animals of animals made of esparto by artisan Javier Sánchez Medina, and fruits and chiles of color Maché paper made by artisans of San Miguel de Allende, in central Mexico".

Louis Vuitton

Louis Vuitton has placed its new store in the exclusive sports port of the city.The Pop-up is at street level with a single plant and in it you can find the Capsule of Women's Capsule for Summer of 2021, as well as the most emblematic bags of Louis Vuitton inspired by the mythical sunrises and sunset of the island of the island.The building simulates an aquarium with contemporary style walls and translucent effect.In addition, the architectural elements that compose it play with concepts of summer as sea, water and sun.Finally, to celebrate this premiere, the firm has designed an Ibizan version of a Louis Vuitton bag, a limited edition inspired by the Sac Plat that has been named Onthego Ibiza.

Dior

Dior has also returned to the Navy of Ibiza to create a space where dreams are allowed.Pop-up allows you to play on the beach, lying in dior towels.In addition, you can find a personalized vespa, La Vespa 946 Christian Dior, which has all the accessories to match.In it they are waiting for you the most desired female garments of the summer, the creations of Dioriviera, some pieces of the Male Autumn 2021 of Dior and also the Capsula Beachwear 2021 collection, by Kim Jones, inspired by his artistic dialogue with the graffiti artistNew York Kenny Scharf.This line is not only available in Ibiza.It is also possible to find it in boutiques such as Monaco, Marbella or Saint-Tropez.

Gucci

One of the last to join the trend is the Italian firm Gucci, which invites us this summer to lose ourselves in its premises and the Ibizan Water Ibizan beaches.The experience offered seems unrepeatable: the store in the Marina Ibiza is the starting point of a route that takes you through a lemon field to put smell (and flavor) to the visit.Then, in a bus of the 70s you travel the island by land and in a llaut, a typical boat of the Balearic Islands, visits its waters.The brand is committed to Ken Scoot's floral prints, which we could already contemplate in the ‘Epilogue’ collection, and offers the Capsula Resort collection, inspired by the summers before, which will be sold only in the Ibiza store.