Tag: pop-up store

Hong Kong – Delivering on their promise of ‘Deliciousness without the Wait’, Pizza Hut Hong Kong has unveiled a comical new pop-up store to urge diners to skip the long queues of the city’s lunch rush.

Conceptualised by Edelman Hong Kong, the ‘Pop-Up Pizza Hut’ plays on the concept of a “pop-up” in both name and function. The activation features a giant pizza box that unfolds into a temporary store, appearing in the middle of Hong Kong’s busy lunch queues to serve diners on the go.

The activation also moves between Hong Kong’s busiest lunch spots, surprising restaurant managers and waiting diners with the message, “What are you waiting for? ”. Once the pizzas sell out, the mobile store relocates to another high-traffic area with a fresh supply.

Amy Cheng, creative director at Edelman, shared, “When Pizza Hut came calling to revive awareness of their lunch menu, we knew we had to find a disruptive way to differentiate the brand – and that’s exactly what we’ve done.” 

“Lunch breaks are always mayhem, and for some reason, queues have become an accepted feature of Hong Kong lunch culture. It’s a behaviour no one has ever questioned or made a point of, so it was the perfect opportunity to do something unexpected and get the brand noticed and remembered,” Cheng added. 

The Pop-Up Pizza Hut, designed as a humorous and unconventional activation, debuted on April 1st—a day when brands often engage in playful marketing stunts. Beyond highlighting the Meal-for-One menu, it also served as a platform to announce the brand’s light-hearted three-day promotion of the controversial ‘Superb Pineapple’ pizza.

Following its initial launch, the initiative is expected to continue appearing across the city, targeting busy lunch crowds and other high-traffic areas where time-conscious diners gather.

“Pizza Hut always has a presence at live events in Hong Kong – and live events always have people lining up for food and drinks. So, along with the daily lunch rush, we will keep finding times and places for the Pop-Up Pizza Hut to give people ‘deliciousness without the wait’,” Cheng said. 

Renee Chan, customer experience and marketing director of Pizza Hut HK, commented, “With only a 1-hour lunch break, what are you waiting for? ’… It’s the question no one seems to ask themselves, but it resonates with everyone. QSR in Hong Kong is very competitive, and we need to use what we can to our advantage – without terrorising the competition too much. This insight and idea really show our personality and playful side and, most importantly, highlight one of the many ways Pizza Hut always delivers.”

Singapore – CIMB Bank has announced the launch of a pop-up experience at Singapore, located outside Mandarin Gallery, at Orchard Road. For the bank, the two-phased immersive escapade is aimed at providing Singaporeans a differentiated, fun and interactive experience in the heart of the city.

The first phase of the pop-up, which features a deals extravaganza with over S$100,000 worth of giveaways, will run from March 16 to 31, from 11AM to 9PM daily. Meanwhile, the second phase, which advocates three pillars of wellness – physical, mental/spiritual, and financial – will open from April 6 to 21 from 11AM to 9PM daily.

The pop-up, done alongside ShopBack, brings together retail brands like Pelago by Singapore Airlines, Samsung, LOOKFANTASTIC, Myprotein, and Under Armour, to offer shoppers a suite of captivating and animated ‘rooms’ with enticing promotions and exclusive deals.

In addition, this immersive event features an AR scavenger hunt, allowing visitors to explore the pop-up booth to hunt for gift boxes, revealing surprises and unique vouchers.

Victor Lee, CEO of CIMB Bank Singapore, said, “We continuously seek out partnerships to be part of CIMB’s ecosystem to deliver a comprehensive banking experience for our customers while empowering them with the skills and knowledge to take charge of their financial well-being. By partnering with ShopBack, we aim to offer exclusive rewards and special deals with a variety of merchant options that our customers can enjoy when they visit the pop-up.”

Meanwhile, Fern Nannaphat, general manager of ShopBack Singapore, commented, “We’re proud to announce our first 2024 online-to-offline partnership with CIMB Singapore, marking a significant step towards integrated, omni-channel consumerism. This initiative underscores our commitment to being at the forefront of the exciting retail transformation; to empower customers to optimise their spendings into savings with our unique, stackable cashback offerings.”

Bangkok, Thailand – PUMA has tapped Singaporean brand experience creative agency in its recent launch of its PUMA Palermo pop-up store in the city of Bangkok, a first of its kind in the Southeast Asia region.

The pop-up store serves as a portal into the vibrant and effortlessly playful universe of PUMA Palermo. Stepping into the space, guests will be transported onto a journey that evokes the essence of Palermo while paying homage to the coastal capital of Sicily in which the Palermo was proudly named after. 

GOVT conceptualised, designed and executed Stadio Palermo in-house, together with the communications that ran across Singapore and Thailand, spanning print, OOH, and digital. 

‘Stadio Palermo’ features multiple larger than life installations, including an incredibly detailed 13 ft long PUMA Palermo sneaker that took over 5 Thai craftsmen over 300 manhours to meticulously create. Moreover, a functional life-sized foosball court was also created, alongside tiered terrace stands that are synonymous with the terrace culture that the PUMA Palermo was made famous by. Guests are welcome to immerse themselves within the foosball court by being the players themselves. 

Eleanor Wang, director of marketing at PUMA Southeast Asia, said, “I am thrilled to unveil our inaugural PUMA Palermo pop-up in Bangkok, marking a historic first for Southeast Asia. Our vision is to immerse visitors in the rich Italian heritage of PUMA Palermo through an unforgettable, larger-than-life experience. With this pop-up, we’re not just bringing back Palermo; we’re creating a timeless, experiential journey that celebrates its status as a forever classic.”

Meanwhile, Leon Lai, co-founder at GOVT, commented, “A brief like this doesn’t come by every day for a creative agency, especially more so when what we have created was literally what was proposed to PUMA 3 months ago. To see our proposal come to life was truly amazing, so a big thank you to PUMA for trusting us in this process and indulging us in our dreams.”

Seoul, South Korea – Luxury travel brand TUMI has recently opened a pop-up experience in South Korea at the Lotte World Atrium in the capital city of Seoul. Said experience is open from July 3 to 15, and features an exhibition of current installations and artwork that creates an environment that highlights the qualities of each new item.

Professional football player, Son Heung-min and TUMI have also worked together, and personally autographed a range of memorabilia and goods for the pop-up event.

The pop-up has a sculptured front that was designed to mimic the lines of the TUMI 19 Degree Aluminum and also features a selection of TUMI’s avant-garde Hypercraft design concepts. 

At the centre of the pop-up, an artwork titled ‘TUMI Hypercraft Sculpture’ by American artist and perceptual art pioneer Michael Murphy pays homage to TUMI’s revered 19 Degree design. This sculpture, composed of suspended elements arranged in a complex pattern, takes centre stage and plays with the viewer’s perception. As one moves around it, the sculpture creates an illusion, seemingly transforming a 19 Degree Aluminum piece into the distinctive letter ‘T’ of the TUMI logo.

Victor Sanz, creative director at TUMI, said, “We’re thrilled to be presenting a manifestation of our brand and the Fall 2023 collection through the Fall 2023 Essentially Beautiful Pop-Up. TUMI’s relentless pursuit of excellence and passion for what we do is displayed beautifully through the installations. Collaborating with Michael Murphy and Son Heung-min underlines our obsession with finding beauty in the details and constantly elevating performance.” 

Meanwhile, Heung-min expressed, “I’m thrilled to be a part of TUMI’s pop-up – and even more so that we’re in my home country. Excited that everyone gets to experience the Essentially Beautiful campaign in this special place.” 

Singapore – KINOKUNIYA, a pioneer of the ‘self-service supermarket’ in Japan, has recently announced that it will be opening two pop-up stores in Singapore, one in local restaurant JAPAN RAIL CAFE and one in Japanese department store, Isetan Scotts.

The chain said it is looking for fresh ways to connect to customers, and that with restrictions to international travel still in place, it has decided to bring some of the country’s most popular food items to Singaporeans through its first-ever pop-up series. 

KINOKUNIYA
KINOKUNIYA’s flagship store in Aoyama, Tokyo

For a limited period, the pop-up stores will offer an exclusive range of Japanese products, such as Strawberry Butter, a spread made with Japanese strawberries and butter; Premium Truffle Soy sauce, which is a blend of white olive oil, french black truffles, and Japanese soy sauce; and Drinking Yuzu Vinegar, which is a health boost made with yuzu juice and natural spring water.

The supermarket brand’s original KINOKUNIYA eco-bags are also available in the pop-up stores. A special promo has also been thrown in, where customers who spend above $20 on products, or order the ‘KINOKUNIYA Vinegar Drink’ at JAPAN RAIL CAFE will be given a special edition mini cooler bag.

The pop-up store will be open at JAPAN RAIL CAFE from February 27, 2021 to March 18, 2021, while the store at Isetan Scotts will open on March 5, 2021 until March 18, 2021.