There’s nothing new anymore about the pop-up store concept, in which a retail space appears, ninja-like, in unlikely places: a carpark, a shipping container, or even within another store.
Comme De Garcons doesn’t use the term pop-up, preferring instead to call their "now you see it, now you don’t" shops as guerrilla stores. The Japanese label has been putting up guerrilla stores since 2004, appearing first in East Berlin, then Barcelona, and even my home city, Singapore. They’ve also come up in unlikely cities such as Ljubljana in Slovenia, and Reykyavik. Each CDG shop stays open only for a year, and does no advertising apart from posters and word-of-mouth.
The latest guerrilla store is now open in Warsaw, and in true CDG fashion, has picked for its location an old fruit and vegetable store in a building from the Stalinist era. The last time CDG breezed through Warsaw, two years ago, it set up shop under an abandoned passageway.
Guerrilla Fashion Shop
Comme Des Garcons in Poland
Trend Themes
1. Pop-up Store Concept - The trend of creating temporary retail spaces in unconventional locations presents opportunities for innovative and unique shopping experiences.
2. Guerrilla Stores - The emergence of guerrilla stores, like Comme Des Garcons' temporary and rapidly changing retail spaces, challenges traditional notions of retail and creates a sense of excitement and exclusivity for customers.
3. Minimal Advertising - The trend of relying on minimal advertising, such as posters and word-of-mouth, allows brands to create a mystique around their products and rely on customer curiosity and exclusivity.
Industry Implications
1. Fashion Retail - The fashion retail industry can leverage the pop-up store concept and guerrilla stores to create engaging and experiential shopping environments.
2. Urban Renewal - The trend of transforming old and abandoned spaces into temporary retail locations provides opportunities for urban renewal and revitalization of underutilized areas.
3. Event Marketing - The minimal advertising approach adopted by guerrilla stores highlights the potential for event marketing, where the store becomes an exclusive and limited-time event that creates buzz and drives customer interest.