Shoppable Barricades Keep the Fun Going
Kate Spade Pop-Up
We helped transform a Kate Spade Store construction barricade into an eye-catching and colorful interactive shopping experience, generating brand engagement before opening day.
LOCATION: Short Hills, New Jersey
CLIENT: The Science Project
OVERVIEW: Temporary Shoppable Barricades
COMPLETION DATE: 2014
SERVICES: Architecture, UX Design
We collaborated with experts to consider how we can activate a new store while connecting and engaging with customers before the store even opened.
We developed fanciful, scalable, interactive construction barricades for Kate Spade that delighted customers while capturing critical data-driven purchase and brand value.
Paired with localized communication, CRM, and marketing strategy, the barricade can be moved anywhere to drive brand interaction, customer data collection, and sales. This is not your ordinary "under construction" facade.
For many store owners, construction barricades are like billboards: valuable real estate for advertising a store's opening date, and perhaps for blowing up a print ad or two. But we thought they could do much more.
Creating an Advent Calendar rhythm, we transformed the barricade surrounding the construction site into an interactive brand shopping experience. Inset product displays - a bright pink Sam leather tote in one display and tortoise shell sunglasses in another. It’s colorful and optimistic like Kate Spade’s style.
On other screens, the Kate Spade website is ready for shoppers’ convenience, but where the team got creative was remembering the client’s perspective. As one of their fans ourselves, we know first hand that the selection could be overwhelming for some shoppers.
With a little magic dust shoppers receive a personal style statement which might read, “She adores pretty things and witty words.”
The Sam Bag
•
The Spence Gusseted Wristlet
•
The Knott Large Shoulder Bag
•
The Runaround Crossbody
•
The Sam Bag • The Spence Gusseted Wristlet • The Knott Large Shoulder Bag • The Runaround Crossbody •
"That was a situation where we were rolling out a new brand, which was predominantly [sold online], and to bring that e-commerce experience to a physical location," Mary Beech, the chief marketing officer of Kate Spade & Company. "They got the brand very quickly, and were able to come up with a solution," she said.
Realizing visitors might need help narrowing down the selection, we came up with a Personality & Style Quiz that no good self reflecting fashionista could resist filling out. With their preferences, we could curate a selection of perfectly matched products with free next-day shipping a tap away.
This was a fun way to narrow the collection down and to help clients out. Knowing fun is often shared on social media accounts, customers are asked to enter their email or phone number for the stripes, dots, and fun.
The company can also collect crucial data about those potential customers: not only individual e-mail addresses and phone numbers, but also what products users are interacting with on the touchscreens.
The Kate Spade Pop-up was awarded First Place in the Temporary/Pop-Up retail category by the VMSD 21st Annual International Visual Competition, Visual Merchandising Store Design Magazine.
