# Pop-Up Eco-Energy Labs The Shell Eco-Marathon Experience Took Place in Rotterdam By Rebecca Byers | Published 2015-08-27 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/shell-ecomarathon References: [brandactivation.nl](http://www.brandactivation.nl/blog/en/node/1940) & [brandbase.nl](http://www.brandbase.nl/clients/shell-nederland/shell-eco-marathon-experience/?t=3797) The [Shell](https://www.trendhunter.com/trends/shell-1) Eco-Marathon Experience is a dynamic [pop-up energy lab](https://www.trendhunter.com/trends/netherlands-pavilion) that is currently in its fourth year. Popping up every summer in a different European city, the Shell Eco-Marathon is a multifaceted brand activation that incorporates tactile activities, virtual reality and a showcase of products and services. The experience was this year held in Rotterdam Central Station and is last time it will be held in the Netherlands. The engaging pop-up is set up as a retail shop, and offers individual consumers a chance to explore the [virtual reality technology](https://www.trendhunter.com/trends/lumisphere-experience) as well as create a mini figurine of themselves. For several weeks ahead of the event, the pop-up location was gift-wrapped in promotional posters that aimed to create buzz around the experience. ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 75% | Activity: 73% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### What Makes This Trend Stand Out - **Pop-up Energy Labs:** Creating dynamic, interactive pop-up energy labs in different locations can engage consumers while showcasing products and services. - **Virtual Reality Brand Activations:** Using virtual reality technology in brand activations can create an immersive experience for consumers and attract attention. - **Sustainable Energy Innovation:** Creating sustainable energy solutions and innovations can attract consumers and promote brand awareness. ### Sectors Adopting This - **Energy Industry:** The Energy industry can use pop-up energy labs to showcase their sustainable energy innovations and attract consumers. - **Marketing Industry:** The Marketing industry can incorporate virtual reality technology in brand activations to create immersive experiences for consumers. - **Technology Industry:** The Technology industry can collaborate with the Energy industry to create sustainable energy innovations and solutions. ## Related on Trend Hunter - [Experiential Haircare Pop-Ups](https://www.trendhunter.com/trends/the-miraculous-pod.md) - [Gameshow-Style Pop-Ups](https://www.trendhunter.com/trends/jo-malone-christmas-special.md) - [Virtual Gas-Themed Worlds](https://www.trendhunter.com/trends/shell-1.md) - [Interactive Illustrative Refreshment Pop-Ups](https://www.trendhunter.com/trends/a-touch-of-colour-popup.md) - [Interactive Skincare Labs](https://www.trendhunter.com/trends/cetaphil-skinlabs.md) - [Sensory Product Pop-Ups](https://www.trendhunter.com/trends/the-pain-payback.md) - [Immersive Dome Exhibit](https://www.trendhunter.com/trends/lumisphere-experience.md) - [Urban Egg Installations](https://www.trendhunter.com/trends/humansized-egg-installation.md) - [Gamified Beauty Pop-Ups](https://www.trendhunter.com/trends/the-players-lounge-popup.md)