South African merchandising and display agency Rocket Creative recently worked with Mac Cosmetics, a division of Estee Lauder Group, to create a pop-up retail store for use in the South African retail market. The pop-up store concept is a flexible display that allows a brand to manage and evaluate new trading locations in retail stores on a trial basis.
Richard Nilson, managing director of Rocket Creative, said the concept was a portable store that can be transported and installed at different locations and still maintain the aesthetics and functionality required by MAC Cosmetics.
"With the key deliverables of the design being modularity and flexibility the set has the capability to be installed in a variety of footprint formats based on the available floor space in any desired retail environment,” Nilson said.
"The appeal of this concept of the 'spend once/use repeatedly' principle is that budget spend is incurred as a once off expenditure and then amortised over the years and multiple intended uses, thereby making it a logical and astute addition to any effective sales and marketing strategy," Nilson said.
According to Rocket Creative, Mac Cosmetics has already successfully used the modular store in three locations in South Africa.
