This time around in the ever-evolving pop-up space, a handful of luxury brands, including Dior and Celine, have made their pop-up dreams a reality. Dermalogicia opened its largest-ever short-term store on the roof of Oxford Street's John Lewis, and Korean-founded brand CLE Cosmetics made its first entry into brick-and-mortar. Here's what else has been happening recently:
Dermalogica: Jane Wurwand’s skincare brand opened its largest-ever pop-up on the rooftop of Oxford Street's John Lewis, named Sky Lab. A bespoke educational experience, the event ran from 28 April to 5 May and took the form of large domes made of glass. Professional skin therapists walked consumers through a personalized skin analysis and a 20-minute Nanoinfusion eye or lip treatment in private cabins. Masterclasses were hosted in the central glass pod, sharing information on the latest ingredients in skincare backed by science, with those attending receiving a 30-minute voucher for a Dermalogica treatment to redeem at John Lewis counters. Visitors also had the opportunity to take pictures with giant prop versions of hero products, as well as play with claw machines that had Dermalogica minis as prizes. Tickets to the event were priced at £50, with £30 of this redeemable on product purchases made at the event. Attendees were also all gifted a goody bag worth £50. For those who could not make it to the event, Dermalogica hosted two masterclasses online on May 5.
Dior: The luxury brand hosted the Miss Dior Blooming Bouquet pop-up in Xicheng Hongchang, Harbin, China, from April 15 to May 20. The visually led experience began outside the shopping center, which was decorated to replicate a giant Miss Dior bottle. Inside the shopping center, the pop-up took the shape of an opened perfume bottle, cut down the middle to reveal products inside. The space was heavily decorated with spring florals, with a staircase full of pastel blue, pink, and yellow blossoms. The walls were decorated with English and Chinese writing, reading phrases including "Love Is a Bouquet," "The Art of Gifting" by a gift-wrapping station, and "My ABC Dior" at a personalization station where customers could get their names engraved onto a product bottle.
Loewe: To celebrate its perfumes, Loewe created a greenhouse-inspired pop-up that traveled across Madrid, Seville, Malaga, and Barcelona throughout April and May. The pop-up aimed to raise awareness of the complex natural world that contributes to the core ingredients of Loewe fragrances. The greenhouse was created to mimic the place where Creative Director of Loewe, Jonathan Anderson, works to create the brand's scented SKUs. Loewe hoped to involve visitors in the creative process behind the products, allowing them to get a feel of Anderson's workroom and learn about the craftsmanship behind the creative process. The greenhouse was decorated with hanging baskets that lined the ceilings, large plants that had leaves wrapped around work benches, and color-coordinated product offerings.
Celine: The Parisian brand traveled to Malaysia for its most recent pop-up installation. Taking place in the center court of Pavilion Kuala Lumpur, the retail experience ran from April 30 to May 15 and sold a range of products, from handbags to candles, with a significant focus on beauty. The temporary shop was shaped in a decagon feature, heavily decorated with marble, black, and gold trimmings, resembling the Art Deco era. In the middle of the shop stood a pyramid structure of perfumes, including statement fragrances such as Parade, Saint-Germain-Des-Prés, and Dan Paris; exclusive scents were also available, especially for the pop-up. In areas of the mall where the pop-up could not be seen, large advertisements featuring editorial images of Celine fragrances hung from the ceiling, guiding consumers to the main event.
CLE Cosmetics: The Korean skincare company hosted its first-ever retail experience to celebrate AANHPI Heritage Month from May 7 to 14. The temporary store was situated in the Sawtelle area of West LA and particularly highlighted two of its newest product launches, the CCC Cream and Balancing Act Moisturizer. The store was decorated in a way that resembled the aesthetic values of the brand, a crisp, clean, white base for shelving, with elements of color that coincided with product hues, including bold rust-orange bouquets that stood next to a series of products including tangerine colors. Guests attending the brick-and-mortar experience received 20% off their purchases and were also given a chance to taste-test libations provided by companies including Sanzo, Two Tea, Lunar, and Redee.
K18: The haircare brand popped-up at The Grove, Los Angeles to present a pop-up VR activation hybrid in celebration of its latest launch, the Molecular Repair Hair Oil. The temporary shop was presented in the form of a "science bus", a bright yellow vehicle resembling a school bus, with blackboards and other school-like elements decorating the space. The pop-up was placed outside Sephora, where its products are best-sellers. The VR experience took those participating into a virtual main room featuring videos of hairstylists explaining K18's ingredient technology and how it works. There was also an alternative room, specifically dedicated to the brand's hair oil launch, explaining how the SKU works to leave consumers with scientifically-backed hydrating results. For the non-virtual elements of the bus, infographics were displayed, explaining hair technology and how the hair reacts to the brand's products. The pop-up was created off the back of the brand's viral TikTok success, hoping to connect with loyal consumers in real life, and share the scientific building blocks of K18 in an educational and enjoyable way. The event was free for all to attend, with TikTok promotions featuring scannable codes for entry. Goody bags with K18 products were available to those who visited, as well as on site refreshments and snacks.
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