Luxury brands have a full itinerary this summer. While Dior, Gucci, Oscar de la Renta and Louboutin have all chosen to make themselves at home in Mykonos, Loewe sets off to Ibiza and Chanel sojourns in Saint-Tropez and Capri. Summer is a time when brands are looking for a breath of fresh air, but that’s not all. What these destinations have in common is their popularity amongst high-end clients, who gather there for a season of sun-drenched festivities. It’s the perfect occasion for some of luxury’s biggest names to capitalize on and boost sales.
The solution? Open a pop-up store, a format that is flexible and less costly than a permanent retail space and has the ability to reach this client base during the off-peak season, in way that is effective, but without long-term constraints.
We are heading straight to Mykonos, where 5 brands have chosen to go on holiday with their customers!
1. Dior: A Capsule Collection to Attract Customers
Dior’s Artistic Director, Maria Grazia Chiuri, has set the ball rolling, naming the brand’s exclusive pop-up store “J’adior Mykonos.” Open from June 15 to October 15, 2018, this pop-up store includes highlights from the Summer 2018 collections and a capsule specially designed for the season that includes a summer survival kit: pareos, bodysuits, shoes, bags, swimwear and tote bags featuring “Mykonos” woven into the canvas. It’s a first for the brand, who has no permanent store on the island!
Top tip: Offer an exclusive capsule collection to draw the curious passersby into your store and provide genuine added value.
2. Louboutin: “Loubi Beach,” an Instagrammable Pop-Up Store
Vacationers in Mykonos will have at least two good reasons to enter this pop-up store dedicated to the brand’s iconic red-lacquered soles: treating themselves to new shoes for summer’s wildest soirées and Instagramming it all against the backdrop of some truly exceptional interior design.
For the summer season, Christian Louboutin has created “Loubi Beach,” a new pop-up store in Nammos, in collaboration with the local luxury boutique Enny di Monaco. On the agenda: a cave, a symbol of Greek islands, and red, the brand’s signature color.
Top tip: Design an interior that sets itself apart from the rest of the island and get ready to flood Instagrams feeds and generate a ton of buzz – and visits!
3. Gucci: Brand DNA That Blends Into the Decor
Next up is Gucci, who has created a pop-up shop in Nammos Village, recently renovated to welcome one of luxury’s most exquisite brands. It’s Gucci’s grand entrance into the world of Mykonos, thanks to a pop-up store measuring 120 m² and spread over two floors, designed to resemble a cabinet of curiosities. The space offers customers the chance to purchase a full line of women’s ready-to-wear clothing and accessories, as well as accessories for men.
Top tip: Create a sales environment that is consistent with the brand’s unique DNA. Gucci, for example, is known for its iconic prints. The brand has therefore chosen to adorn the interior of its pop-up store, drawing upon the themes from its new collection: walls blue like the Aegean Sea… a harmonious blend between Modernism and Romanticism, specific to its own DNA.
4. Oscar de la Renta: Perfectly Poised to Conquer Greece
If its pop-up store had not been branded for the occasion, no one would guess that this is the work of Oscar de la Renta. In fact, the brand’s Nammos Village pop-up store looks unlike anything we’ve seen from the brand. Completely embedded within a stone facade, the arched entrance evokes an industrial space with white walls, perfectly keeping with the aesthetics of the Greek island. The result: 300m² entirely dedicated to selling the brand’s summer line and, in particular, to its recent collaboration with luxury eyewear brand Morgenthal Frederics – a very pleasant surprise for vacationers!
Top tip: Take advantage of the pop-up format to test out different cities or towns in the same country. After the success of their first pop-up store in Athens, Oscar de la Renta, for example, chose to extend its influence all the way to Mykonos, an island where affluent locals and high-end tourists rub shoulders.