Alexander McQueen – Spring/Summer 2001 Collection

The audience were seated around a giant mirrored box. The audience sat confronting their own reflections for some time before the show started. When the show began the box turned transparent. Models walked inside the box showing off the collection that had a strong avian theme. The show ended with a naked model reclining on a couch with a breathing tube sticking out of the mouth of her masked face. This was both disturbing and subversive and aimed to shock the audience. The use of space had been restricted and the models could improvise in the space, allowing the viewers to see them at different angles allowing the models to interact with the design.

Alexander McQueen Fall/Winter 1999-2000 The Overlook

This collection was based on the Stanley Kubrick’s 1980 film, The Shinning. It featured models ice skating wearing elaborate pieces. The artificial snow landscape was great for showing off the luxurious furs, floor length coats and soft knits. This was one of McQueen’s spectacular shows.

Fashion Show

A fashion show is an event put on by a fashion designer to showcase their upcoming line of clothing. In a typical fashion show, models walk the catwalk dressed in clothes created by the designer. Fashion shows may also take the form of installations, where the models are static in a constructed environment. Some designers like to produce their shows as theatrical productions with elaborate sets. 

Examples of Pop Up Retail Spaces

Tracey Emin & Sarah Lucas Shop 93′

Project created by Lucas and Emin for marketing their work. They rented a space in East London for six months where it was open around the clock. They made and sold solo and collaborative work. They bought cheap things from Brick Lane market and then customised them. On their opening night, only around six people turned up but they still sold all of their stock. They made loads of badges and t-shirts with very quirky designs. Emin’s tshirt with the slogan, ‘She’s Kebab’ was a best seller. It was more than just a shop: it was a social thing. They got to know so many people from the broader art scene. This shop became somewhere to hang out. Massive art collectors visited the shop and people found out about it through word of mouth.

Henrik Vibskov – Around the World in 100 Days

New pop up store concept. Vibskov is a danish fashion designer. He launched his pop up concept in a store in Amsterdam. The store itself will move around the world, staying for 100 days per city. This allows him to freely experiment whilst presenting his collection and encourage creative set ups. The aim of the store is to promote his latest collection while it travels around the world, constantly experimenting with changing its concept and experimenting with space and installation. This explores the idea of building up a brand awareness in a variety of locations, making it more accessible.

The London Fashion Bus 2003

The London Fashion Bus is a mobile version of pop up retail. It was launched at the end of May 2003. This bus is a continually touring showroom that stocks over 1,400 pieces of work from 40 designers. This refitted double decker bus brings unique pieces to areas throughout Britain. It was outfitted by the same team responsible for the interior of the double decker in the film Spice World. There are changing rooms on the bottom floor of the bus. This original and ingenious idea was brought about by Barry Laden.

Comme Des Garçons

Comme Des Garçons, the Japanese fashion brand opened the first of their Guerilla Stores in 2004 in Berlin. The aim of the Guerilla Store is to be open for only one year and to spend a minimal amount of money on the interiors. The aim was to quickly introduce new items around the world. They now have a series of Guerilla pop up shops.

Carsten Höller – The Double Club

Carsten Höller introduced the first pop up to boast a bar, restaurant and nightclub. The Double Club is in a converted Victorian warehouse. This was a daring venture but as pop ups are temporary they can take risks and businesses can be constantly reinvented which is perfect for our hype heavy society. The Double Club attempts to create a relationship between Congolese and Western design.

The Pop Up Concept

There is an increase and ever growing trend in pop up retail spaces. This includes a temporary venue space and operating it on a short term basis. They can have very low costs and advances in technology mean setting up and operating a pop up retail space is now much simpler and does not require a high level of capital. They often pop up announced but quickly draw in the crowds and can build interest by consumer exposure. This can encourage more creativity from small businesses and can allow businesses to test the market before committing which is important in this sluggish economy. The pop up concept can encourage unique environments and has been deemed an excellent way for developing brand awareness in a variety of locations; making it more accessible encouraging more interaction with consumers.

‘If new product…

‘If new products can come and go, why can’t the stores that display them do the same’

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