{"id":5088,"date":"2017-11-14T04:00:34","date_gmt":"2017-11-14T04:00:34","guid":{"rendered":"http:\/\/blog.thestorefront.com\/?p=5088"},"modified":"2026-03-13T22:14:34","modified_gmt":"2026-03-13T22:14:34","slug":"uk-styling-brand-ghd-launches-pop-store-hong-kong","status":"publish","type":"post","link":"https:\/\/www.thestorefront.com\/mag\/uk-styling-brand-ghd-launches-pop-store-hong-kong\/","title":{"rendered":"How ghd Used a Pop-Up Store in Hong Kong to Strengthen Brand Awareness in Asia"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_73 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.thestorefront.com\/mag\/uk-styling-brand-ghd-launches-pop-store-hong-kong\/#Expanding_Brand_Awareness_in_Hong_Kong\" title=\"Expanding Brand Awareness in Hong Kong\">Expanding Brand Awareness in Hong Kong<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.thestorefront.com\/mag\/uk-styling-brand-ghd-launches-pop-store-hong-kong\/#Creating_the_%E2%80%9CInfinite_Styling%E2%80%9D_Pop-Up_Experience\" title=\"Creating the \u201cInfinite Styling\u201d Pop-Up Experience\">Creating the \u201cInfinite Styling\u201d Pop-Up Experience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.thestorefront.com\/mag\/uk-styling-brand-ghd-launches-pop-store-hong-kong\/#Why_Pop-Up_Stores_Are_Effective_for_Brand_Activations\" title=\"Why Pop-Up Stores Are Effective for Brand Activations\">Why Pop-Up Stores Are Effective for Brand Activations<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.thestorefront.com\/mag\/uk-styling-brand-ghd-launches-pop-store-hong-kong\/#Choosing_the_Right_Location_in_Central_Hong_Kong\" title=\"Choosing the Right Location in Central Hong Kong\">Choosing the Right Location in Central Hong Kong<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.thestorefront.com\/mag\/uk-styling-brand-ghd-launches-pop-store-hong-kong\/#Temporary_Retail_as_Part_of_a_Global_Marketing_Strategy\" title=\"Temporary Retail as Part of a Global Marketing Strategy\">Temporary Retail as Part of a Global Marketing Strategy<\/a><\/li><\/ul><\/nav><\/div>\n<div id=\"bsf_rt_marker\"><\/div>\n<p>The UK styling brand <a href=\"https:\/\/www.ghdhair.com\/\" class=\"ek-link\"><strong>ghd<\/strong><\/a> has built a strong reputation worldwide for its premium hair tools and professional styling products. As the brand expanded internationally, Hong Kong became an important market for reaching beauty-conscious consumers across Asia.<\/p>\n\n\n\n<p>To strengthen its presence in the region, ghd partnered with the Hong Kong creative agency Catalyst to launch an experiential pop-up store in Central. The temporary retail space allowed the brand to introduce its latest styling collection while creating an immersive brand experience for local shoppers.<\/p>\n\n\n\n<p>Pop-up stores are often used by international brands entering new markets because they allow companies to create visibility and test engagement before investing in permanent retail locations. Many brands explore locations such as <a href=\"https:\/\/www.thestorefront.com\/search\/hong-kong\/retail\" class=\"ek-link\">pop-up shops in Hong Kong<\/a> when planning short-term activations in the city.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Expanding_Brand_Awareness_in_Hong_Kong\"><\/span>Expanding Brand Awareness in Hong Kong<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/a-1-1024x683.jpg\" alt=\"ghd ran an experiential pop up in Hong Kong Central\" class=\"wp-image-5081\" style=\"width:598px;height:auto\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/a-1-1024x683.jpg 1024w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/a-1-300x200.jpg 300w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/a-1-768x512.jpg 768w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/a-1-810x540.jpg 810w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/a-1-1140x760.jpg 1140w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/a-1.jpg 1440w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Although ghd had already been present in the Hong Kong market for two years, the brand was still relatively new to many local consumers.<\/p>\n\n\n\n<p>Launching a pop-up store provided an opportunity to introduce the brand more directly to shoppers while highlighting its premium positioning in the beauty industry.<\/p>\n\n\n\n<p>The temporary store was located at 26 Lyndhurst Terrace in Central, one of Hong Kong\u2019s busiest retail districts. High pedestrian traffic and proximity to luxury and lifestyle brands made the neighborhood an ideal environment to reach ghd\u2019s target audience.<\/p>\n\n\n\n<p>Brands looking to create similar activations often search for retail locations in areas like Central, where a curated mix of fashion, beauty, and lifestyle brands attracts both local residents and international visitors. Spaces such as <a href=\"https:\/\/www.thestorefront.com\/search\/hong-kong\/central\/retail\">pop-up shops in Central, Hong Kong<\/a> offer strong visibility in this high-end shopping district.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Creating_the_%E2%80%9CInfinite_Styling%E2%80%9D_Pop-Up_Experience\"><\/span>Creating the \u201cInfinite Styling\u201d Pop-Up Experience<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The concept behind the pop-up store was \u201cInfinite Styling,\u201d reflecting the idea that ghd products can help customers create looks that transition seamlessly from day to night.<\/p>\n\n\n\n<p>To illustrate this concept visually, Catalyst designed the store across two levels.<\/p>\n\n\n\n<p>The ground floor represented daytime styling, while the upper floor showcased evening looks. This design allowed visitors to experience the versatility of the new ghd collection while exploring different styling possibilities within the space.<\/p>\n\n\n\n<p>Karen Hui, Client Services Director at Catalyst, explained the goal behind the concept:<\/p>\n\n\n\n<p>\u201cWe 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.\u201d<\/p>\n\n\n\n<p>The activation allowed visitors to interact directly with the products while experiencing the brand\u2019s aesthetic and styling philosophy.<\/p>\n\n\n\n<p>\u201cWe 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.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_Pop-Up_Stores_Are_Effective_for_Brand_Activations\"><\/span>Why Pop-Up Stores Are Effective for Brand Activations<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" width=\"1024\" height=\"220\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/ghd-1024x220.png\" alt=\"The pop up format provides freedom \" class=\"wp-image-5091\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/ghd-1024x220.png 1024w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/ghd-300x64.png 300w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/ghd-768x165.png 768w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/ghd-810x174.png 810w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/ghd-1140x245.png 1140w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/ghd.png 1704w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>For the agency behind the project, the pop-up format provided creative freedom that traditional retail environments rarely allow.<\/p>\n\n\n\n<p>Karen Hui explains:<\/p>\n\n\n\n<p>\u201cWhat 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.\u201d<\/p>\n\n\n\n<p>Temporary retail spaces allow brands and agencies to design immersive environments that reflect a brand\u2019s identity while capturing consumer attention.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cA 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.\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n<p>In addition to engaging consumers, the pop-up store also served as a platform for media and content creation. Journalists and influencers were invited to experience the new collection, helping amplify the launch across social channels and editorial coverage.<\/p>\n\n\n\n<p>Brands planning similar activations often explore flexible <a href=\"https:\/\/www.thestorefront.com\/project\/pop-up-store-rental\" class=\"ek-link\">pop-up store rental opportunities<\/a> that allow them to secure retail spaces for short campaigns without long-term commitments.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Choosing_the_Right_Location_in_Central_Hong_Kong\"><\/span>Choosing the Right Location in Central Hong Kong<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Location was a crucial factor in the success of the pop-up store.<\/p>\n\n\n\n<p>Catalyst selected a ground-floor space in Central to maximize visibility and attract passing shoppers.<\/p>\n\n\n\n<p>Karen Hui explains why this was essential:<\/p>\n\n\n\n<p>\u201cHaving 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: glamorous and affluent women that care about their looks.\u201d<\/p>\n\n\n\n<p>Flexibility was another key factor in the decision to use the Storefront platform to secure the location.<\/p>\n\n\n\n<p>\u201cStorefront gave us flexibility where other platforms had minimum commitments of around one month, which was not suitable for this project.\u201d<\/p>\n\n\n\n<p>By securing the space for a short activation period, the brand could launch its campaign efficiently while maintaining full control over the design and experience of the pop-up store.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Temporary_Retail_as_Part_of_a_Global_Marketing_Strategy\"><\/span>Temporary Retail as Part of a Global Marketing Strategy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The Hong Kong pop-up store marked an important step in strengthening ghd\u2019s visibility in Asia.<\/p>\n\n\n\n<p>For global brands, temporary retail formats provide an effective way to launch new collections, connect with local audiences, and create memorable brand experiences in international markets.<\/p>\n\n\n\n<p>Pop-up activations also offer valuable insights into customer preferences and shopping behavior in different regions.<\/p>\n\n\n\n<p>Brands exploring international retail opportunities often combine temporary retail with broader marketing campaigns to build awareness quickly while minimizing long-term risk.<\/p>\n\n\n\n<p>Many similar examples can be found among our <a href=\"https:\/\/www.thestorefront.com\/mag\/category\/success-stories-hong-kong\/\" class=\"ek-link\"><strong>Hong Kong pop-up retail case studies<\/strong><\/a>, where brands have used temporary retail to launch products, test markets, and engage new audiences.<\/p>\n\n\n\n<p class=\"has-text-align-center\">&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>UK hair styling brand ghd launched a pop-up store in Hong Kong\u2019s Central district to introduce its latest collection. Discover how temporary retail helped bring the brand experience to life.<\/p>\n","protected":false},"author":19,"featured_media":5085,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"qubely_global_settings":"","qubely_interactions":"","content-type":"","inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[5,2461],"tags":[52],"class_list":["post-5088","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-success-stories","category-success-stories-hong-kong","tag-brand"],"qubely_featured_image_url":{"full":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/a-7.jpg",1440,960,false],"landscape":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/a-7.jpg",1125,750,false],"portraits":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/a-7.jpg",480,320,false],"thumbnail":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/a-7-150x150.jpg",150,150,true],"medium":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/a-7-300x200.jpg",300,200,true],"medium_large":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/a-7-768x512.jpg",768,512,true],"large":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/a-7-1024x683.jpg",1024,683,true],"1536x1536":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/a-7.jpg",1440,960,false],"2048x2048":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/a-7.jpg",1440,960,false],"qubely_landscape":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/a-7.jpg",1125,750,false],"qubely_portrait":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/a-7.jpg",480,320,false],"qubely_thumbnail":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/a-7.jpg",140,93,false],"yarpp-thumbnail":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/a-7.jpg",120,80,false]},"qubely_author":{"display_name":"Adrien Kerbrat","author_link":"https:\/\/www.thestorefront.com\/mag\/author\/ak\/"},"qubely_comment":0,"qubely_category":"<a href=\"https:\/\/www.thestorefront.com\/mag\/category\/success-stories\/\" rel=\"category tag\">Success Stories<\/a> <a href=\"https:\/\/www.thestorefront.com\/mag\/category\/success-stories-hong-kong\/\" rel=\"category tag\">Success Stories Hong Kong<\/a>","qubely_excerpt":"UK hair styling brand ghd launched a pop-up store in Hong Kong\u2019s Central district to introduce its latest collection. Discover how temporary retail helped bring the brand experience to life.","_links":{"self":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/5088","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/users\/19"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/comments?post=5088"}],"version-history":[{"count":0,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/5088\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media\/5085"}],"wp:attachment":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media?parent=5088"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/categories?post=5088"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/tags?post=5088"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}