{"id":5695,"date":"2018-02-02T19:13:10","date_gmt":"2018-02-02T19:13:10","guid":{"rendered":"http:\/\/blog.thestorefront.com\/?p=5695"},"modified":"2026-03-12T22:22:37","modified_gmt":"2026-03-12T22:22:37","slug":"jcpenney-jacques-penne-pop-up","status":"publish","type":"post","link":"https:\/\/www.thestorefront.com\/mag\/jcpenney-jacques-penne-pop-up\/","title":{"rendered":"How JCPenney Used a Pop-Up Shop to Reintroduce Its Brand in New York"},"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\/jcpenney-jacques-penne-pop-up\/#Jacques_Pennes_New_York_debut\" title=\"Jacques Penn\u00e9\u2019s New York debut\">Jacques Penn\u00e9\u2019s New York debut<\/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\/jcpenney-jacques-penne-pop-up\/#Planning_the_pop-up_experience\" title=\"Planning the pop-up experience\">Planning the 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\/jcpenney-jacques-penne-pop-up\/#Finding_the_right_pop-up_space\" title=\"Finding the right pop-up space\">Finding the right pop-up space<\/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\/jcpenney-jacques-penne-pop-up\/#Bridging_digital_and_physical_retail\" title=\"Bridging digital and physical retail\">Bridging digital and physical retail<\/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\/jcpenney-jacques-penne-pop-up\/#Strategic_collaborations_that_expanded_the_reach\" title=\"Strategic collaborations that expanded the reach\">Strategic collaborations that expanded the reach<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.thestorefront.com\/mag\/jcpenney-jacques-penne-pop-up\/#What_brands_can_learn_from_the_Jacques_Penne_pop-up\" title=\"What brands can learn from the Jacques Penn\u00e9 pop-up\">What brands can learn from the Jacques Penn\u00e9 pop-up<\/a><\/li><\/ul><\/nav><\/div>\n<div id=\"bsf_rt_marker\"><\/div>\n<p>\u00a0Pop-up stores are often associated with startups and digital-first brands, but they can also be powerful tools for established retailers looking to reshape their brand perception.<\/p>\n\n\n\n<p>A good example is the <strong>Jacques Penn\u00e9 pop-up shop<\/strong> launched by JCPenney in New York. The short-term activation gave the long-standing American retailer an opportunity to experiment with a new concept, connect with younger audiences, and create buzz around a limited collection.<\/p>\n\n\n\n<p>Temporary retail spaces allow brands to test ideas quickly and create memorable experiences without committing to long-term leases. Brands exploring similar activations can browse available <strong><a href=\"https:\/\/www.thestorefront.com\/search\/new-york\/retail\" class=\"ek-link\">New York pop-up shop spaces<\/a><\/strong> or explore flexible venues on the <strong><a href=\"https:\/\/www.thestorefront.com\" class=\"ek-link\">Storefront marketplace<\/a><\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Jacques_Pennes_New_York_debut\"><\/span>Jacques Penn\u00e9\u2019s New York debut<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\/2018\/02\/IMG_6516-1024x683.jpg\" alt=\"Pop up in New york\" class=\"wp-image-5697\" style=\"width:743px;height:auto\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/02\/IMG_6516-1024x683.jpg 1024w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/02\/IMG_6516-300x200.jpg 300w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/02\/IMG_6516-768x512.jpg 768w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/02\/IMG_6516-810x540.jpg 810w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/02\/IMG_6516-1140x760.jpg 1140w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>JCPenney introduced the Jacques Penn\u00e9 concept during the holiday season through a two-day <a href=\"https:\/\/www.thestorefront.com\/search\/new-york\/retail\" class=\"ek-link\">pop-up store in New York City<\/a>. The temporary shop was designed to showcase an exclusive lifestyle collection while creating a fresh retail experience for customers.<\/p>\n\n\n\n<p>Rather than launching the line through traditional stores or standard e-commerce channels, the brand used a pop-up format to create a sense of exclusivity and urgency.<\/p>\n\n\n\n<p>According to Alexandra Wicka, who worked on the project as a senior account manager at Periscope, the concept was designed to help consumers \u201crediscover JCPenney and get everything on your list within your budget.\u201d<\/p>\n\n\n\n<p>The pop-up also supported a philanthropic initiative. Merchandise worth $50,000 was donated to the JCPenney Foundation, allowing the activation to contribute to charitable causes while promoting the collection.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Planning_the_pop-up_experience\"><\/span>Planning the pop-up experience<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Budget and concept development were two of the first steps in bringing the Jacques Penn\u00e9 project to life. The team allocated a budget of $250,000 and began shaping the creative direction months before the store opened.<\/p>\n\n\n\n<p>\u201cJCPenney gave guidelines of what they wanted to highlight, and Periscope categorized on trends,\u201d Wicka explained.<\/p>\n\n\n\n<p>Planning began in late summer, giving the team time to refine the concept, coordinate logistics, and prepare the physical space.<\/p>\n\n\n\n<p>Wicka emphasizes that timing is critical when launching a pop-up store.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cWords of advice: Start as early as you can, plan for things to change, and be agile.\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n<p>The team secured the lease for the retail space on October 18 and opened the pop-up less than two months later, demonstrating how quickly short-term retail activations can move from concept to execution<\/p>\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\/2018\/02\/IMG_6514-1024x683.jpg\" alt=\"The pop up store was opened with less than two months' notice\" class=\"wp-image-5698\" style=\"width:742px;height:auto\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/02\/IMG_6514-1024x683.jpg 1024w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/02\/IMG_6514-300x200.jpg 300w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/02\/IMG_6514-768x512.jpg 768w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/02\/IMG_6514-810x540.jpg 810w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2018\/02\/IMG_6514-1140x760.jpg 1140w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Finding_the_right_pop-up_space\"><\/span>Finding the right pop-up space<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The creative concept guided the search for a physical venue. Once the look and feel of the pop-up had been defined, the team focused on finding a space that could support the experience they wanted to create.<\/p>\n\n\n\n<p>\u201cThe look and feel came first, in tandem came the space,\u201d Wicka said. \u201cOnce look and feel was shared, it was about execution.\u201d<\/p>\n\n\n\n<p>For any pop-up store, the venue should complement the brand identity and support the overall customer journey.<\/p>\n\n\n\n<p>\u201cMake sure it connects with your brand identity,\u201d she added.<\/p>\n\n\n\n<p>Even with careful planning, unexpected challenges can arise during the process.<\/p>\n\n\n\n<p>\u201cUnexpected things came up with the space,\u201d Wicka noted, emphasizing the importance of flexibility when organizing a temporary retail activation.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Bridging_digital_and_physical_retail\"><\/span>Bridging digital and physical retail<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>One of the most ambitious elements of the Jacques Penn\u00e9 pop-up was the effort to connect the in-store experience with a digital audience.<\/p>\n\n\n\n<p>Many modern retail brands aim to create seamless experiences between online and offline channels. For this project, the team developed a microsite that allowed customers to explore the pop-up virtually.<\/p>\n\n\n\n<p>\u201cConnecting the virtual store with the store in real life was hardest,\u201d Wicka explained.<\/p>\n\n\n\n<p>Through the microsite, users could take a virtual tour of the store and shop the collection remotely. This allowed the brand to extend the reach of the pop-up beyond visitors who were physically in New York.<\/p>\n\n\n\n<p>\u201cThe microsite extended the pop-up for purchases,\u201d Wicka said.<\/p>\n\n\n\n<p>By combining a physical retail experience with digital engagement, the brand was able to connect with both in-person visitors and online audiences.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Strategic_collaborations_that_expanded_the_reach\"><\/span>Strategic collaborations that expanded the reach<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Partnerships played an important role in amplifying the visibility of the pop-up.<\/p>\n\n\n\n<p>JCPenney collaborated with several partners to help bring the concept to life and reach a wider audience.<\/p>\n\n\n\n<p>Periscope supported the digital streaming elements of the project, helping the brand extend the activation online.<\/p>\n\n\n\n<p>Influencers and celebrities also participated in the campaign. Style figures such as Nicole Richie, Danielle Bernstein, Laura Marano, and Brooklyn and Bailey McKnight curated collections featured in the pop-up.<\/p>\n\n\n\n<p>Some of these creators attended the event for meet-and-greets, generating additional buzz and encouraging visitors to experience the store in person.<\/p>\n\n\n\n<p>The project required a dedicated team of roughly 30 people to manage production, marketing, and operations.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_brands_can_learn_from_the_Jacques_Penne_pop-up\"><\/span>What brands can learn from the Jacques Penn\u00e9 pop-up<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The Jacques Penn\u00e9 activation demonstrates how pop-up stores can help established brands experiment with new ideas and reconnect with consumers.<\/p>\n\n\n\n<p>By combining exclusive products, influencer collaborations, and a digital extension of the store, JCPenney created a retail experience that generated attention both online and offline.<\/p>\n\n\n\n<p>Pop-up stores also allow brands to test new concepts quickly, gather feedback, and refine future strategies.<\/p>\n\n\n\n<p>While revenue can be an important metric, pop-ups often succeed by building awareness, strengthening customer relationships, and generating cultural buzz.<\/p>\n\n\n\n<p>Brands interested in launching their own activation can explore <strong><a href=\"https:\/\/www.thestorefront.com\/search\/new-york\/retail\">New York pop-up shop spaces<\/a><\/strong> or browse flexible venues on the <strong><a href=\"https:\/\/www.thestorefront.com\">Storefront marketplace<\/a><\/strong>.<\/p>\n\n\n\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Learn how JCPenney launched the Jacques Penn\u00e9 pop-up in New York to experiment with short-term retail, influencer collaborations, and immersive digital experiences.<\/p>\n","protected":false},"author":23,"featured_media":5696,"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 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Crane","author_link":"https:\/\/www.thestorefront.com\/mag\/author\/acr\/"},"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-usa\/\" rel=\"category tag\">Success Stories USA<\/a>","qubely_excerpt":"Learn how JCPenney launched the Jacques Penn\u00e9 pop-up in New York to experiment with short-term retail, influencer collaborations, and immersive digital experiences.","_links":{"self":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/5695","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\/23"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/comments?post=5695"}],"version-history":[{"count":0,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/5695\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media\/5696"}],"wp:attachment":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media?parent=5695"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/categories?post=5695"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/tags?post=5695"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}