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The Terrace Fremantle - (08) 9336 9200
Step inside and do time on a
fascinating Prison Day Tour,
Tunnels Tour adventure or
spooky Torchlight Tour
Visit WA’s only World Heritage
listed building today
at what national and international stores are doing
to generate foot traffic and sales. Since their own
adventures into merchandising display, sales have
improved in the order of 10 to 15 per cent.
There’s more theatrical novelty in the
pop-up shop – the temporary retail space that
is, paradoxically, here to stay. Pop-ups can appear
(and disappear) in empty retail space, abandoned
buildings or temporary structures. Marketers say
the sense of novelty and their temporary nature
often generates an urgency to buy.
In September 2010 the William Street
Collective placed two shipping containers in
the Perth Cultural Centre (the Popsicle! pop-up)
to showcase emerging designers as part of the
Perth Fashion Festival.
In 2009 they used a mobile pop-up (a bus) to
tour the range around Perth. Lake Bovell, owner
of Northbridge’s Red Stripe Clothing and one of
the organisers of Popsicle!, says customers were
very enthusiastic about the pop-up because it was
an innovative idea little seen in Perth.
“It is a fun concept and it gives emerging
designers a means to sell their product rather than
just put it on a catwalk,” she says. “It’s a more
tangible way to promote the industry. It’s a way for
(designers) to g et real feedback from real people.”
Are you being served?
There are no traffic jams along the extra mile, as
they say in the (marketing) classics. Luxury and
niche service providers rarely stay in cr uise control
impress me, i’m buying
Sure, it’s got a cinema and a food hall.
But your local Westfield shopping
centre has a way to go before it reaches
the dizzy heights of retail-tainment
concepts around the world.
+ Smack bang in the middle of Dubai’s
Mall of the Emirates shopping centre,
you can ski down five runs, the biggest
of them a 400m run with a 60m drop.
The Mall of Asia in the Philipines,
one of the world’s biggest malls, has
an Olympic-sized ice-skating rink.
At the West Edmonton Mall in
Canada, choose your folly: command
a bumper boat on the world’s largest
indoor lake, perfect your putting on
the glow-in-the dark miniature golf
course, watch the sea lion show at the
underground aquarium, ride a wave at
the world’s biggest wave pool, bungee
jump, ride the world’s biggest indoor
triple-loop roller coaster, or celebrate
a birthday on a life-size replica of
Christopher Columbus’s ship (the
Santa Maria). Or you can shop.
+ At the six-storey House of Barbie in
Shanghai, China, customers can sing
and dance to the Barbie Girl song, get
a souvenir photo with Barbie cut-outs,
design their own Barbie fashions,
have them made up, then wear them
in a catwalk show complete with lights
and a DJ. The Barbie-tinis flow, along
with purchases from a range of 1600
Barbie clothes and accessories.
+ Put-upon mothers may have
been the impetus for a women-only
‘venting store’ in a shopping mall
in Shenyang, China. Customers get
a bat, a helmet and one minute to
smash whatever item they want in the
store. The products are real, although
they’re sourced cheaply second-hand.
Customers can also tear paper, throw
plates or beat beanbags. If women
spend a certain amount of money in
the mall, the venting store is free.
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