UK styling brand ghd launches pop-up store in Hong Kong

Catalyst is a Hong Kong based creative agency and specialises in branding and experiential marketing. For their client ghd, a UK styling brand, they launched a pop-up store on 26 Lyndhurst Terrace in Central, Hong Kong that opened from October 26 to November 2, 2017. While ghd has been in the Hong Kong market for two years, locals are still discovering the premium brand. The pop-up store is part of the strategy to change that.

The concept of the pop-up store is Infinite Styling: being able to style from day to night. This shows in the way Catalyst designed the store with the Day concept on the ground floor and the Night concept on the upper floor. “We designed the pop-up store to launch the new ghd collection and give our Hong Kong customers the opportunity to discover and get to know the brand,” explains Karen Hui, Catalyst Client Services Director. “We see this as the ideal platform for us to show the brand personality of ghd and give the customers a way to really experience the brand in its full capacity.”

“What attracted us to do a pop-up was being able to experiment and do things differently. This allowed us to bring the ghd brand to life in a way that would not have been possible otherwise. A pop-up store is like a big blank canvas that we can play around with, which makes it a valuable part of our brand activation strategy,” says Karen. Besides customers, media were also invited to come and look at the new collection as part of the content creation strategy behind the pop-up.

What made Storefront a valuable partner for Catalyst, was the flexibility and prime locations listed on the platform. “Storefront gave us flexibility where other platforms had minimum commitments of around one month, which was not suitable for this project,” Karen explains. “Having a ground level store was very important for us to benefit from foot traffic, and the central location allowed us to be in touch with our target audience: glamourous and affluent women that care about their looks.” This was the first pop-up that Catalyst launched for ghd in Hong Kong and overall a positive experience, as Karen said they were satisfied with the location, duration, and foot traffic.

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