# Brand Takeover Brands take up temporary residence in traditional retail settings. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Mar 29, 2016 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/brand-takeover ## Key Figures - Trend score: 4.9/10 - Evidence articles: 7 ## 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. ## At a Glance - Evidence: 7 featured examples - Articles from: Aug 14, 2015 to May 24, 2016 - Published: Mar 29, 2016 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Curation](https://www.trendhunter.com/megatrend/curation), [Tribalism](https://www.trendhunter.com/megatrend/tribalism) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Themes within the Brand Takeover trend ### 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. ### 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. ### 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. ## What the Brand Takeover trend means for industry ### For 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 for Brand Takeover Trend score 4.9 out of 10, from popularity 68%, activity 71%, freshness 8%. - Popularity: 68% - Activity: 71% - Freshness: 8% ## Examples of the Brand Takeover trend 7 featured examples from Aug 14, 2015 to May 24, 2016. - [Celebratory Sneaker Shop Takeovers](https://www.trendhunter.com/trends/livestock-nike-air-max): The Livestock Nike Air Max Day Takeover Popped Up in Toronto (Category: Fashion) Implication: 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. - [Exclusive Footwear Pop-Ups](https://www.trendhunter.com/trends/adidas-pop-up-store): This Adidas Pop-Up Store Showcases New Products & Adidas Originals (Category: Fashion) Implication: Opportunities for retailers to create buzz and drive traffic to their physical stores. - [Winter-Themed Whiskey Pop-Ups](https://www.trendhunter.com/trends/the-hedonist-project): The Hedonist Project and Diageo Launch a Festive Holiday Bar (Category: Marketing) Implication: Opportunity for hotels, restaurants, and event planning companies to leverage whiskey pop-ups as a way to attract customers and create memorable experiences. - [Tech Birthday Pop-Up Exhibits](https://www.trendhunter.com/trends/sonys-70th-anniversary): The PAR-KING GINZA's Latest Exhibit Fetes Sony's 70th Anniversary (Category: Marketing) Implication: There are opportunities for retailers to create temporary retail experiences and permanent installations that promote brand history and allow consumers to interact with products. - [Branded Emoji-Themed Pop-Ups](https://www.trendhunter.com/trends/pepsimojis): Pepsi's New 'Have Fun' Pop-Up Showcases the Brand's Custom PepsiMojis (Category: Marketing) Implication: Disruptive innovation opportunity: Incorporating immersive pop-up installations or experiences within retail spaces to attract and engage customers. - [Comic Hero Tattoo Parlors](https://www.trendhunter.com/trends/harley-quinn-tattoo-parlor): SXSW 2016 is Hosting a Harley Quinn Tattoo Parlor for Visitors (Category: Marketing) Implication: Creating memorable experiences to promote new releases and engage with fans - [Seasonal Pop-Up Bars](https://www.trendhunter.com/trends/summer-bar): Venturo's Weekend Summer Bar Serves Refreshing Custom Cocktails (Category: Marketing) Implication: Restaurants and bars can partner with beverage consulting companies to create unique drink menus and attract new customers through pop-up concepts. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)