Category
Lifestyle
Assisted Choices
Trend cluster
Category
Brand
Takeover
Brands take up temporary residence in traditional retail settings.
4.9
Trend score
Trend
What is the Brand Takeover trend?
Brand Takeover: As brands look for new ways to excite consumers within the brick-and-mortar realm, many are emerging with immersive events that involve temporary residencies. Whether organized around a specific product launch or in celebration of a brand milestone, such brand "takeovers" deliver a memorable experience for consumers that both serve as important brand touchpoints, as well as creates the illusion of urgency due to the time-sensitive nature of the event. This shift speaks to the consumer desire to interact with brands in meaningful and truly surprising ways.
Trend themes
Themes within the Brand Takeover trend
Three behaviours holding the trend together01
Temporary Brand Residencies
Brands are opting for immersive events by temporarily taking up residence in traditional retail settings, thus creating memorable experiences for consumers that both serve as important brand touchpoints and create the illusion of urgency due to their time-sensitive nature.
02
Immersive Experience Activations
As brands aim to create awareness around brand heritage or bringing digital campaigns to life, they are emerging with immersive spaces dedicated to illuminating the brand experience for consumers and promoting product awareness.
03
Themed Tattoo Pop-Ups
Appealing to a niche audience, themed pop-ups like comic hero tattoo parlours promote a popular film release in a memorable way. Such targeted brand activations involve Millennials in a unique way.
Industry implications
What the Brand Takeover trend means for industry
Where the trend changes the playbookFor
Retail Industry
Temporary brand residencies and immersive experience activations have altered the brick-and-mortar industry as brands look for new ways to interact with consumers meaningfully.
For
Fashion and Lifestyle Industry
Exclusive footwear pop-ups, celebratory sneaker shop takeovers, and branded emoji-themed pop-ups serve as innovative advertising tools within the fashion and lifestyle industry.
For
Entertainment Industry
Themed tattoo pop-ups like the Harley Quinn-inspired one at SXSW 2016 have revolutionized cinematic experiences as consumers interact with brands in unique ways.
Workshop question
If you were to do a brand takeover, would it be for a product launch or a milestone? How would you make it memorable for the consumer?
Trend signals
Trend signals for Brand Takeover
Trend score 4.9 out of 10, from popularity 68%, activity 71%, freshness 8%.
Popularity68%
Activity71%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Brand Takeover trend
7 featured examples from Aug 14, 2015 to May 24, 2016CategoryFashion
Celebratory Sneaker Shop Takeovers
The Livestock Nike Air Max Day Takeover Popped Up in Toronto
The retail industry can benefit from immersive brand takeovers and collaborative efforts with both traditional and indie brands to increase foot traffic and promote brand loyalty.
CategoryFashion
Exclusive Footwear Pop-Ups
This Adidas Pop-Up Store Showcases New Products & Adidas Originals
Opportunities for retailers to create buzz and drive traffic to their physical stores.
CategoryMarketing
Winter-Themed Whiskey Pop-Ups
The Hedonist Project and Diageo Launch a Festive Holiday Bar
Opportunity for hotels, restaurants, and event planning companies to leverage whiskey pop-ups as a way to attract customers and create memorable experiences.
CategoryMarketing
Tech Birthday Pop-Up Exhibits
The PAR-KING GINZA's Latest Exhibit Fetes Sony's 70th Anniversary
There are opportunities for retailers to create temporary retail experiences and permanent installations that promote brand history and allow consumers to interact with products.
CategoryMarketing
Branded Emoji-Themed Pop-Ups
Pepsi's New 'Have Fun' Pop-Up Showcases the Brand's Custom PepsiMojis
Disruptive innovation opportunity: Incorporating immersive pop-up installations or experiences within retail spaces to attract and engage customers.
CategoryMarketing
Comic Hero Tattoo Parlors
SXSW 2016 is Hosting a Harley Quinn Tattoo Parlor for Visitors
Creating memorable experiences to promote new releases and engage with fans
CategoryMarketing
Seasonal Pop-Up Bars
Venturo's Weekend Summer Bar Serves Refreshing Custom Cocktails
Restaurants and bars can partner with beverage consulting companies to create unique drink menus and attract new customers through pop-up concepts.
