SECOO and MSGM joined forces to create a fashion pop-up event in Shanghai based on the theme of City Reflectivity. Inspired by the underground, the concent space was created as a "state-of-the-art mirror image." The space was styled with light boxes, LED lighting, an oval bar, mirror art installations, a runway and even elements influenced by high-tech subway systems. Centered around mirrors, the event space also encourages not just self-reflection but also social sharing.
The collaborative pop-up space was introduced with a kick-off party for fashion influencers, media personnel, DJs, artists and other industry leaders. Within the fashion pop-up, attendees can interact with QR codes to learn more about Milan Fashion Week giveaways, with the ultimate aim of helping the up-and-coming Italian fashion brand to become more familiar to young, urban Chinese consumers.
Underground-Inspired Fashion Pop-Ups
SECOO & MSGM Created on an Event Based on 'City Reflectivity'
Trend Themes
1. Mirror-inspired Pop-ups - The trend of pop-up spaces incorporating mirror installations to create immersive and reflective experiences for attendees.
2. Subway-influenced Event Spaces - The trend of incorporating high-tech subway elements in fashion pop-ups to create unique and futuristic event environments.
3. QR Code Interactive Events - The trend of utilizing QR codes in fashion pop-ups to create interactive experiences for attendees, particularly for brand awareness and engagement opportunities.
Industry Implications
1. Fashion Retail - The fashion retail industry can leverage the trend of mirror-inspired and subway-influenced pop-ups to create immersive and engaging event experiences for consumers, building brand awareness and loyalty.
2. Creative Event Planning - Event planning companies can incorporate the trend of mirror-inspired and subway-influenced pop-ups to provide unique and innovative event environments for their clients, setting themselves apart from traditional event spaces.
3. Digital Marketing - The use of QR codes in fashion pop-ups presents opportunities for digital marketing firms to create interactive and engaging campaigns for brands, targeting young and urban consumer demographics.