design
Alighieri’s Florence-inspired Pop Up in London enough to find themselves at the real Italian Riviera or southern France. Across the Mediterranean, Dior launched several ‘Dioriviera’ Pop Ups, including the widely publicised Capri store, featuring an idyllic décor in the ephemeral setting nestled on a cliff, with breath-taking sea views. Dior in-house retail strategists suggest that Pop Up stores post-pandemic would be part of their future retail strategy that allows them to follow their clients and show up where it makes sense.
Westfield Valley Fair
Inside-out malls When COVID-19 forced the closure of indoor malls for a second time in California, mall owners launched a concept to essentially turn their malls inside out and bring the retailers outside into open-air Pop Up markets. Westfield Valley Fair in Santa Clara opened its Open-Air Market in July. The market concept came about after a brainstorming session by mall officials explored how they could not only help retailers but also create some kind of energy and excitement around the property for the wider community in these difficult times. The market features branded red and white Pop Up tents, where retailers can display their merchandise and shoppers can also grab food from one of the local food truck vendors. The concept was launched with seven retailers and has since grown to nearly 40 and continues to grow. It is available to any retailer ready to open an outdoor store, and participants range from Shoe Palace to Hugo Boss and Pottery Barn. Additionally, their newest program is The Cabanas at Westfield Valley Fair, an 30 SCN
28-32-Design_Pini_FINAL.indd 30
Lo
Prada Escape Corner Shop at Selfridges COPYRIGHT©
2020 SHOPPING CENTRE NEWS – ALL RIGHTS RESERVED
16/11/20 10:06 am
