MILAN — With the drastic shifts in the retail landscape and the uncertain economic climate, pop-up stores are increasingly seen as a way to raise a brand’s visibility while testing the waters of new concepts, categories or geographical markets. Several Italian companies, from established to emerging labels, have recently tapped into the trend in different ways.
Furla, which already has 425 stores worldwide, is debuting a series of temporary shops in a range of European department stores. Debuting at KaDeWe in Berlin, the project hinges on the brand’s best-selling Metropolis bag. Customers will play with a totem showing two wheels to create a customized style by combining a body with one of the spring 2017 flaps, embellished with decors inspired by Mexico, Japan, Russia, Africa, China, India and Italy. The wheels will be connected to a tablet, which will allow customers to share their personalized Metropolis bag on social networks. The #MyPlayFurla traveling temporary store will land in other European and Middle Eastern locations, including Steffl in Wien, Austria; Kastner & Ohler in Graz, Austria; Ludwig Beck in Munich; Kaufhof in Frankfurt; Dubai’s Mall of Emirates, as well as De Bijenkorf in Amsterdam, The Hague and Rotterdam.
Italian women’s wear brand Genny, which operates flagships in Rome, Forte dei Marmi, Italy, and Tivat, Montenegro, on Tuesday debuted a pop-up store at Milan’s department store La Rinascente. The temporary shop, which will be open until March 27, features the same concept as the brand’s flagships with gold metal combined with white furniture decorated with Genny’s signature orchid symbol. In order to engage shoppers, on Wednesday, Genny’s creative director Sara Cavazza Facchini will welcome shoppers at the pop-up store and an embroiderer will personalize each item purchased during the day.
Meanwhile, high-end Italian eyewear label LGR unveiled a pop-up store during the latest Milan Women’s Fashion Week to test a freestanding store. The unit will be open until April 15. Located on Corso Garibaldi, in Milan’s artsy Brera district, the pop-up debuted the brand’s latest collection, presented at international eyewear trade show Mido last February. The brand’s sunglasses and optical frames retail for between $250 and $500. “The reasoning behind opening a pop-up store is to test out the LGR store concept. Our goal is to open a flagship,” said LGR founder and creative director Luca Gnecchi Ruscone. “We also wanted to have a real interaction with our customers to better understand them and their needs. We started with Milan because we think that it’s the perfect combination of fashion and Italian elegance.”
Another accessories brand with no retail presence so far, Paula Cademartori, opened a temporary store last month inside Milan’s central Galleria del Toro. “We are getting interesting feedback from the pop-up shop,” said the brand’s namesake founder, who in October sold a stake in her company to Renzo Rosso’s OTB Group. “For example, unexpectedly, the sales of bags, our core business, and shoes are aligned. This is pushing us to continue investing on footwear by developing new designs,” Cademartori said. The brand also developed a range of bag styles for the pop-up, which will be open until April 15, which are sold at the same time online at Farfetch.com with prices ranging from 990 euros, or $1,053, at current exchange rate, to 1,500 euros, or $1,069. “This partnership is enabling us to reach new markets, such as Japan and the Middle East,” Cademartori said.