The distribution company Lidl launched its pop-up Wine Cellar in Paris, in Le Marais, in a space by Storefront. Lidl wanted to promote its high-end wines through a 10 day short-term space just in time for Wine Fair 2018 and ahead of its website launch.
Take a tour through these pictures of this innovative project and read the interview with the managers behind the shop.
Lidl created the Wine Cellar pop-up for 3 main reasons:
- To create buzz. “We are aware that it is always good to be relevant and stay present, and the pop-up store is a great way to talk about our company”.
- To “surprise our customers, the press and adopt a different vision of the brand: it is to open a different point of sale and offer a new experience”.
- Give customers a chance to “(re) discover Lidl by taking advantage of the context of the Wine Fair and the launch of our website”.
Behind The concept
“By opening “Cave à Vin Lidl”, we wanted to get closer to the concept of being a wine merchant. The aim was for customers to discover a selection of wines from our Wine Fair as well as our premium offer, the ‘Sélection du Caviste’, which presents the whole year on the shelf. For customers who want it, a home delivery service by electric scooter was also offered in Paris to offer maximum comfort of purchase.”
“We were really looking for a very central, very happening space, so the place we found in le Marais was ideal! It worked as a real showcase for our brand and we were able to target both Parisians and tourists, which is important because it helps to get the right messages out to the right target.”
“We wanted the pop-up shop to start at the same time as the Wine Fair and the launch of our e-commerce wine site.”