The Nest Abbot Kinney Boulevard

B Collection by Bobeau will anchor shared pop-up space The Nest when it opens on Abbot Kinney Boulevard on Saturday.

The Nest concept, conceived by Santa Monica digital marketing agency Hawke Media, launched in March and recently wrapped its second month-long iteration, which included brands such as Misfit and BaubleBar. The May installation will include B Collection, Good Hyouman, Kopari, Kor Shots, Shagbagg, Ridge Wallet, Sweat Tailor, Casetify, Coffee & Tings, The Girl and the Water and Dream Pops.

The retail concept has gained traction in a marketplace where many brands are pulling at levers to see what sticks among fickle consumers, with the name of the game being experiences. The latest Nest will focus on giftable and other easy-to-buy items in the spirit of the upcoming Mother’s Day holiday and music festivals.

“We wanted to be a marketplace of different, complementary brands and commodities, so things that are great for the summer festival season,” said Hawke Media experiential marketing producer Karolina Swietoniowska of the brands tapped to participate in the May store.

The latest version of Nest, while still located on Abbot Kinney Boulevard, has relocated to larger space on the street totaling 1,100 square feet.

Swietoniowska said the company’s new, featured brand format allocates more space to the anchor — about 200 square feet versus the typical 50 to 75 square feet. B Collection by Bobeau, as the featured brand, will use its extra floor space to show a mix of its ath-leisure and core lines, along with new product rolling out this month.

There will also be more events tied to the Nest, including free cold brews on the weekends from Venice Cold Brew and donation-based yoga classes.

Brands pay a flat fee to be at The Nest with Hawke Media also taking care of the build-outs, store employees and other logistical factors. That Hawke is able to offer space on a highly trafficked tourist and local shopping spot adds to the pitch to prospective brands.

Swietoniowska said the company sees longer term potential in expanding beyond California, with New York and Miami being eyed for the holidays in addition to a possible traveling Airstream for Miami.

“Hawke Media’s trying to push the boundaries of traditional retail and we’re testing different concepts and methods, trying to give brands that are traditionally only on e-commerce a physical presence…in a short-term, low-risk environment,” Swietoniowska said.

For More West Coast Retail Coverage in WWD:

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