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Teleporting Pop-Ups

Singha Beer Created a Street Pop-Up to Give Londoners a Taste of Thailand

— July 13, 2016 — Marketing
In Hackney, London, Singa Beer is now hosting a multi-week street pop-up that gives people an authentic taste of Thailand.

The 'Singa Street Bar' sets the mood with illuminated string lights, dance floors, outdoor patio spaces and plenty of chairs for people to relax while sampling street food and beer pairings. The immersive experience at Night Tales will make Londoners feel as if they've been transported to Asia, without having to leave the city.

Knowing that many young consumers now make a point to collect experiences over objects, many beer brands are organizing events like these ones that will leave people with memories to share rather than something physical to take home. This travel-inspired pop-up specifically speaks to consumers with a desire to escape, but lack the funds to do so.
Trend Themes
1. Experience Collecting - As younger consumers favor memorable experiences over physical possessions, organizing events like this can bring in revenue and build customer loyalty for brands.
2. Immersive Themed Pop-ups - Creating immersive experiences with outdoor patio spaces, illuminated lighting and dance floors, businesses can offer a window into the world and expose visitors to new cultures.
3. Travel-inspired Marketing Campaigns - Travel-inspired pop-ups offer consumers a cost-effective way to taste the culture without leaving their city and are highly engaging for brands targeting young consumers with a desire to escape.
Industry Implications
1. Food and Beverage - This immersive outdoor experience presents opportunities for food and beverage companies to partner with beer brands, increasing market share and building customer engagement.
2. Event Marketing - By organizing immersive experiences like this for consumers, event marketers can engage with customers, promote brand loyalty and grow revenue.
3. Hospitality and Tourism - Creating pop-up travel destinations offers travel and tourism businesses the ability to reach a wider audience and promote cultural values beyond traditional geographic borders.
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