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7/31/2019 Image 4_Popup White Paper

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VIEW FROM ABOVEA broad-brush view o the landscape o experiential, branded retailing

2011 EVENTOPERATIONSAGENCY PLANNSERIES

The Event and Marketing Agency Guide to:

POP-UP STORE

EXPERIENCESINSIGHTS AND IDEAS FOR CREATING BEST-IN-CLASS POP-UP STORE ENVIRONMENTS

Customer values, tastes, ads, trends, colors, and how marketers

respond or develop those values are the dynamic ace o brand-

oriented retailing. Phish cobranding with GreenPeace in 1985,Martha Stewart polling customers or projects and tastes, Apple

developing its rst branded stores in 2001 and its SXSW blow out

in 2011all voice the lively dialogue between retail brands and

their consumers. But retail space has not, until very recently, been

considered as dynamic. Brand immersion has generally taken

place in an event-based platorm and the shop environment was

let to stagnate, unable to echo consumers and their interests.

1. Experientialthe cost side o the ledger. In thebeginning there was the event. The event agency invented the

concept o the pop-up experiential immersion. From early pop-

ups in warehouses, in-store venues and local events, the targeted,

highly branded event space has matured. Retailers budgetedmillions or experiential projects, measured value in store sales

bump, or coupons and wrote a PO or the next project.

This changed in 2009. Budgets collapsed, retailers demanded

perormance to metrics agencies never thought about, and

required proo that pop up projects drove transactions at the store

and web level. Today, agencies are regularly asked by brands to

develop and manage dimensional experiences and to integrate

with all other media and activation strategies to create brand

awareness and connections with the longest possible tail.

2. Transactionalthe income side o the ledger.Last year saw an explosion in the number and type o income-

producing pop up retail experiences. From one-o boutiques

with exclusive merchandise in highly targeted economic zones

or Parker Pens and Grants Scotch Whiskey, to careully marketed

product launch outlets or Apple, to 600 seasonal units or Toys

R Us. In short, retailers are changing how they present to t

consumer. The pop-up ootprint is literally earning its place on t

sales ledger.

The ace o the popup is becoming more diverse , more spec

to the brands need. Micro-pop-ups are being developed to ex

or one night, aligned to an event, oering a true invento

based retail opportunity. Literally over 100 brands are discussi

seasonal pop-ups as a solution to landlord and budget issues.

3. Crossover is the place o the most value. Evebased experiential space will always have a value. No oth

approach allows the consumer to literally immerse himsel in t

brands values. And even in the ace o web-based retails rap

growth, consumers will always choose to experience a physi

environment we call a store. Tomorrow, however, will be diere

or agencies, retail designers, brands and consumers. Bran

are requiring their marketing departments (and thus agencies)

collaborate closely with their merchandising departments (a

thus retail designers) to develop powerul experiences that dr

immediate sales. Seasonal events, new product launches, tale

based events, super-niche products, engagement in sto

based mass-customization o products are all the lexicon

event-based retail.

This crossover point between event-based and transaction

experiences is a high-value opportunity to develop program

or brands, their retail customers and your agency. Keys to t

success o this model include available locations, willing landlor

appropriate demographics, seasonal or event-ocused timin

well thought-out merchandising and hyper-ocused brandi

integrated digital platorms, and the ability to design, impleme

and knock down as quickly as possible. n


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The Need or SpeedSeven tips or going rom idea to pop-up store in eight weeksA rapid design, build, implementation and removal produces maximum value or all parties in the event-retaiprogram. More speed means more launches and locations, means more revenue, means more success. Withtimelines measured in weeks rather than months, its critical that agencies and their partners align with clients romthe outset. Tips or going rom concept to grand opening in just eight weeks:

1. Footprint beore pitch. First things rstnding theright location or perect event or a pop-up is the most important

part o the process. Careully think out the demographics o aproject, and work with the client and property owners or event

programmers to secure the optimum venue. Know what your

site MUST have, and know what you can let slide in a negotiation

or site selection.

Pop-ups can be open or a matter o days or weeks rather than

months, so plan to work out a special contract with the property

owner. And, be ready to convertmore pop-ups are getting the

green light to go long-term as revenue generating, transactional

spaces.

2. Fabrication partners. Find the right partner to bringyour pop-up plan to lie. Agencies and retail design rms with

rich internal resources (i.e. architects, designers, and propertyspecialists) have the capacity to manage all o the details around

contracting, abricating and installing a program. The best

choice or these groups is an experienced partner who can build

and execute their plan quickly and on-budget.

Agencies that may not have broad internal resources or a long

background in pop-up programs may require more o a turnkey

solution on the design, management and abrication side. The

partner they choose should have a broad pallet o deliverables

and a lot o experience managing a dimensional-build process,

knowledge o local permitting and building regulations, and

graphics and dcor experience.

The right partner is a one who can deliver whats valuableto the agency while being fexible and proactive, with people

and processes that allow or change, says Je Baker, CEO o

Manchester, NH-based Image 4, which has handled numerous

successul pop-up and nation-wide retail programs.

3. Avoid micro-management. While it may be temptingto send that email or pick up the phone to check in, things run

more smoothly when everyone agrees to a set plan and sticks to

it. Start things o smoothly: Get together everyone with a direct

contribution to the outcome o the project together as soon as

possible to map it out. I youre calling partners every two

hours and making changes, the whole process grinds to a halt.

Its tough to keep momentum going when the plan changes, andit ends up costing more, Baker says.

The architect, creative director, designers creating the brand

presence, the project lead and your production partner need to

sit down with client at the beginning to gure out exactly what

the expectations are or the pop-up, how deliverables will be

broken up, and what an ideal outcome would be.

Getting a pop-up up and running in a matter o weeks is a

complex matrix, and that rst meeting should be candid,

reewheeling, open, and should include decision-makers rom

the end-user client i possible.

4. Think modular. Keep in mind that any custom-designedand built element within the store has to be conceived, drawn

engineered, and constructed (and dont orget about edits romthe client and their sign-o). There is a time load to each o these

processes, so keep in mind that the days can pile up quickly

The big question clients and agencies alike must answer: Is

customization more important than speed? I time is o the

essence, custom/modular solutions can bring the best o both

worlds to a project.

Pop-ups leveraging modular elements and systems move

through the production and design process much more quickly

than custom elements. For example, using modular walls or

displays instead o building them rom scratch can save valuable

time, allowing agencies to ocus their energy and budget on

other custom elements in a space, such as xtures, accents

lighting, graphics or media.

5. Avoid change orders. Changes can kill the overaltimeline or your project. For projects with a quick turnaround

materials have likely already been ordered by the time a change

is made, so a last minute switch can result in a major pitall. I

you want a pop up to look great and open on time, minimizing

change orders is a good idea. Change orders denitely add time

buying new materials, rush reight costs, re-built abricating. To

reengineer something always takes longer, because you have to

deconstruct whats been builtall while under pressure, Baker

says.

6. Budget the experience. When allocating unds or apop-up program, dont under-budget the physical space. Its

a challenge to manage stang, samples, transport, projec

managementall the parts o a program. However, the space

shouldnt seem like its an aterthought, since the space and

the talent will have the most direct aect on your overal

experience. Decide how important the physical experience is to

a campaign or project and budget accordingly. Remember that

speed creates challenges, and challenges create costs. Plan on

spending 20-percent over your costs so i you need to throw

overtime or extra resources at your project in order to launch

on time, you have the option. It is in everyones interest to

have a contingency budget. The aster the project is moving the

higher the contingency budget should be, Baker says. Whatsworsespending 20-percent more, or launching two days late?

7. Expect the unexpected. Keep things like holidays(even obscure ones), weather conditions, strikes and acts o

God in mind, because they may impact the project in some

way. Will your client understand? Remember that money can

solve some problems (such as express reight costs and hiring

extra workers,) and can be a big help in getting the launch o

on time, but there are problems that are solved only by more

time. n

To upgrade your agencys pop-up store experiences, visit image4.com or email [email protected]


3/7

Pop-Up Budget PlanningA rundown o pop-up store costs every agency can bank on

Materials? Permits? Signs? Whats with all these costs? Pop-up stores are growing as one o the most eectiveexperiential platorms. But too many agencies arent budgeting correctly, oten underestimating build costsproject management ees or lease payments. Heres where your dollars go, broadly rom high to low slice othe budget.

Materials specifcation. There is a huge variety in materials,so dont design a project without checking in on how materials

selection will aect your budget. Materials will make or break

the budget rst, which is why a lot o pop-up programs simply

paint the existing walls o a space as opposed to leveraging

custom-built walls or wall coverings. Be careul, though, because

preparing existing walls, foors and ceilings, and returning them

to a leasable condition, can be a budget killer in itsel. Look into

using adhesive vinyl graphic coverings or aux materials that

can mimic the look and eel you need. Lean on partners to nd

ways to work to your budget.

Physical site specials and specialty site trade labor.Whether its addressing electrical loads, lighting, fooring, site

remediation, plumbingany specialty labor is going to be

expensive. In ballpark gures, you can hire a general laborer

or $25 an hour, specialty labor will cost $50 to $100 an

hour. Anything that physically changes the site or requires a

construction permit means big dollars. And speaking o permits,

make sure you budget or all o them construction, electrical,

plumbing, signage and occupancy are the biggies.

Fixtures and cabinetry. All the products inside your pop-upneed to look great! Fixtures and displays play a large role in

presenting products to consumers in the most appealing and

interesting way possible. Decide whether the product speaks

or itsel and requires minimal display support, or whether a

more detailed, ornate display will help make the big splash.

Cabinets built onsite will eat a air amount o your budget, as

will A/V and media displays. Look or rental or actory built

solutions rom your partners.

Packaging and reight. Materials need to get rom oneplace to another, and thats not ree. I you build onsite, you

can have materials delivered directly to the venue and build

out over a ew weeks at the cost o increased labor, lease and

utility bills. Retail and pop-up elements can also be built by you

o-site abricator, but it will cost more to get them there once

built, so do your math careully. This is a line item that is oten

overlooked, but can get very costly depending on how much

material needs to be delivered to a ootprint.

Installation labor. These costs range rom the price o movingmaterials in the door to xtures and running cable. It runs across

the cost scale rom project to project and it is variable, but it wil

cost less than those items listed above.

Exterior sign. Dont let this one catch you by surprise. A popups exterior sign can range in cost depending on the message

you want to send to passers by. In most cases, the sign will have

to receive a permit which requires time and money (and also

means it has to be drawn and submittedwhich takes even

more time).

Venues vary, and signs may have to be hurricane or earthquakecertied, depending on where your program is launching. Also

the more complex the sign, the higher the costs, and internally

illuminated signs will require a specialty installer.

Graphics and dcor. Although nearly everyone complainsabout the cost o graphics or signs, this is almost always the

smallest part o your budget, and oten where you can gain

the most visual and budget impact. From graphic panels, ligh

boxes and abric elements, to signs, waynding and custom

printed wall coverings, these elements critically important to the

user experience. n



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Pop-Up Product SpotlightReForm becomes the event agencys go-to pop-up store exhibit system


No op-up abricator has attempted a component-based pop-up

solutionuntil now. Image 4 has joined orces with Protean to

take the latters ReForm system to market as a turnkey, foor-to-

ceiling pop-up store solution.

ReForm is modular wall system that combines soundarchitecture, rapid deployment, high aesthetic value, and ease

o use and re-use that should put it on any pop-up designers

radar screen.

The big dierences rom all other building systems:

n When the panels are assembled into the ramework, the

extrusion is completely hidden, resulting in a fat, nearly-

seamless wall surace.

n The panels are clipped to the ace o the extrusion with a

retaining clip, and it becomes load bearing in sheer and in

torque. The panels snap in and out o extrusion retainers with

a special tool, and it takes about a minute to install a our by

eight panel, and 15 seconds to remove one.

n The system supports all architectural nishing techniques

we use today, rom laminates and paint to wall covering and

magnetic graphics.

The systems ability to accelerate the launch is amazing

depending on the project, we can engineer, speciy and build

anywhere rom equivalent time, to hal the time as it would take

onsite. We have launched 800s concept to keys in eight weeks,

says Image 4 CEO Je Baker. Once onsite, a typical ReForm

pop-up install is up and running in just two days. ReForm

is a solution or pop-ups where the branded environment

has a signicant aesthetic contribution to the outcome o the

projectwhere more than a graphics or paint-based solution is

needed. The system delivers a high-value brand environment

where the t, nish and materials make a dierence to the brand

experience.

Using the ReForm system takes the build requirement out o the

leased space. Site costs drop, because the client is not leasing

the space while Image 4 is building the project in its Manchester

NH actory. For example, i a project is going to take eigh

weeks to build, a client may avoid paying rent or that time o

will have to work out a special deal with the property owner

And once a pop-ups run has ended, ReForm environments can

be collapsed in two nights, as opposed to the ve to 10 days

needed to dismantle traditional construction.

Now agencies and retailers have regained control o the build

cycle, Baker says. The ReForm system also minimizes the

chance o costs that can be incurred or damaging or having to

repair the building a pop-up is housed in, so it saves the time

and materials cost needed to remediate the site.

Since Image 4 engineers and builds out each ReForm projec

in a actory, agencies and clients can actually walk through the

environment beore it is deployed in a location ootprint. This

eliminates the unknown o what the space will look like and

work like beore its installed onsite, and makes it easier to rene

designs and make changes quickly and at lower costs than

custom builds.

The act that ReForm can be leased or rented easily allows

projects that are planned or a short-term run to go long-term i

they are successul.

The end product can also be moved rom one location to

another, with the same aesthetic results.

An added bonus: In most jurisdictions ReForm is considered a

shop xture, it doesnt require building permits to install. Its

just like going and putting paint on the wall, except now youve

got an entire environment, Baker says. n


5/7

Trafc JamFour tips or designing pop-ups tomanage and value trafc

Once a ootprint or a pop-up store has been secured, its

time to get to work on the physical layout. Figuring how to

get a clients message across without cluttering up a space or

creating oot trac problems can be more challenging than it

may appear. Tips or designing trac-riendly spaces, and or

determining the programs value.

1. Wayfnding. It helps to show people how to move througthe space. I people dont know where to go when they ente

the environment and dont understand how to interact wit

the space, your clients message may never get across to th

end-user. Leveraging signs, shapes, graphic images, color

textures, and patterns on the foor can be valuable ways t

communicate these messages.

Signs may work or simple things but more complicate

layouts and interactive areas require more thought so peop

dont get hung up in high trac areas.

2. Scripted Experience.The key to a successul experientiprogram is to script the experience, and then apply that to

specic physical layout. Each location will have its own set o

design limitations, so design to the script, then to the locatio

Have clear goals or how many visitors you would like in th

space, how long youd like or them to remain in the space, an

what action you want to occur. Controlling dwell time is key

you can create an environment that encourages meanderin

or create a design that moves the visitor rapidly rom one plac

to another, says Image 4 creative manager Elizabeth Humme

Changeable spaces allow or multiple uses (i.e. using th

space to host a cocktail party on opening night, ollowed ba traditional retail space the next day), so think simply an

modularly whenever possible. The more elements inside th

store that can be pre-staged, the better even more importan

when your pop-up is a 20-oot container!

3. Interactives. Interactive elements areas where people arengaged and tend to spend more time. These are destinatio

points in the ootprint, so you have to think about managin

crowds and guiding people to the space and out o that space

What do you do with visitors when theyre lining up? Tr

giving them an alternative storyline that they can pursue whi

waiting on the interactive space, which will keep them rom

wandering o.

I theyre waiting in line, they could be watching a video o

reading a graphic mural with smaller text that can be read u

close. You want to make the most o their time in your space

says Image 4 project coordinator Cara Conti.

4. Make it Measurable.Your client will be most happy whethey see the value o the program. Value can be activations o

cash receipts or web hits. Work with your abricator to integrat

the eed-back mechanisms that allow you to rene and exten

the program. n



6/7To upgrade your agencys pop-up store experiences, visit image4.com or email [email protected]

Pop-up Store SuccessFour common reasons pop-ups go over-budget, and three tips orwildly successul client outcomes

Successul pop-up stores are a direct results o many moving partsunderstanding those parts can mean thdierence between a hit and a miss. Four ways pop-up stores go over-budget:

1. Bad planning. Every project needs a detailed timelineand plan that everyone on the team works to. The program

manager should align the plan, assign responsibilities and have

a project manager with the authority and responsibility to make

sure it all happens accordingly.

Conducting a detailed site survey once a ootprint is secured

or the pop-up is the rst and most important step in getting it

right. Scrutinizing the small details such as door sizes, ceiling

heights, electrical load access, and access issues to refect the

Americans with Disabilities Act requirements is essential beore

space design gets underway.

Remember that big problems occur when components or a

store are built and wont t into a site. Spending up ront or

your build partner to come out and do a detailed site survey can

save 10 to 20 times the cost o xing mistakes later on.

2. Bad communication and coordination Badcommunication and coordination. This starts with the rst big

project meetinglaying out all o the goals and how the team

plans to bring your pop-up to lie.

The team needs to identiy who has ultimate responsibility or

the project, which partners and team members the rest o the

team will speak to when problems arise, and who has nancial

and legal responsibility or the project. All your support groupmust be able to contact the team leader or decisions dont

launch a project and head or the South Sea Islands without

delegating responsibility and authority. Once everyone knows

who is responsible or what, and who to reach out to or

solutions, the process will operate much more smoothly.

3. Change orders. Last minute changes to a plan killtimelines and budgets. Make sure a change order is absolutely

necessary beore going through with it, because they are always

expensive.

4. Over-designing. Take a look at what the value o the

environment itsel is to the project. I the look and eel o thephysical environment is extremely important to the brand

experience, ocus hard on the detail and visual impact o the

space. Figure out what the space will be used or; i its a retail

space, xtures, cash wraps, changing rooms may be needed.

Conversely, i the purpose o the pop-up program is to create

an emotional response and a grand, overall WOW!, perhaps

architectural details can be dialed back and large graphics,

lighting and sound systems are part o the package.

Heres a ew thoughts about creating a pererepeatable program.

1. Clear scope. Developing a clear scope o project windicated deliverables rom each partnerincluding the clien

is critical. This document makes everyone responsible to t

outcome o the project, so put in the eort and create a detai

Scope o Project document. The most successul projects st

with long hours in the meeting room, but pay o when t

project opens on time and on budget. Involve, trust, listen a

act upon your partners input.

2. Client management. Dont let the client run the projrom their oce. For agencies, having brand marketers tryi

to run a project over the phone can create problems. Clariyi

who is responsible or what in a project is important when tryi

to move a pop-up along quickly and eciently. When clie

call partners and builders directly to nd out whats going o

conusion nearly always results. Make sure clients and suppli

know who to turn to or answers.

3. Choose good partners.You really do get what you por. Use proven, practiced partners because they are cheap

in the long run. Paying less or shoddy work can result in le

than spectacular results or last-minute re-work, so make su

partners are truly up to the task o bringing a pop-up vision to

beore signing them on. Value engineering is a catch-phra

o end-user clients, but your partners see more o these proje

than you docheck that lower priced solutions are engineer

and built to the demands. n


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7 PERIMETER ROAD

MANCHESTER, NH 03103

IMAGE4.COM

800.735.1130

[email protected]

SALES OFFICES IN BOSTON, BALTIMORE,

CINCINNATI, LOS ANGELES

IMAGE 4

About us. Image 4 is the only exhibit and graphics providerspecializing in pop-up store environments. We oer a turnkey

assortment o pop-up experience solutions, rom design and

build to dcor and graphics to installation o walls, foors,

signage, counterspretty much everything youd ever need in

a temporary pop-up environment. As an independently owned

partner, we pride ourselves on client service and fawless

executionjust ask our clients!

What we oer. Image 4 oers a ull menu o pop-up storesolutions, including:

n Pop-up store trac analysis, layout, design and

concept renderings

n Site execution o program metrics such as dwell time,

trac count, etc

n Fabrication o walls and foors rent, lease or buy

n Full exterior and interior engineering, graphics and signage

n Counters, kiosks, urniture, merchandise xturing

catalog and custom

n Technology oerings, rom touchscreens and monitors to

social media kiosks and photo/video activation

n Freight Management and tracking

n Installation, breakdown and storage

The only reorm provider. Image 4 is the only NorthAmerican provider o the ReForm pop-up store modular system

used throughout Europe. The ReForm modular store solution

is the Lego set or pop-up stores. Give us your pop-up store

specs and well marry ReForms wall, foor and display modules

together, creating an instant t or nearly any pop-up! Its ast, its

easy, its green and its the most aordable retail-grade pop-up

solution in the industry.

Anywhere, everywhere. From a Times Square storerontto an in-store store in Los Angeles, we provide ull service or

any pop-up, anywhere. Whether youre rolling out just one store

or 50, our design team and abrication crews can make creating

your pop-up environment quick and easy.

Location sourcing. I you know you want to pop-up budont know where, we can leverage our powerul network o

partners to determine the best location demographic, get you

available store inventory, show you some optionseven help

you set up conversations with retail landlords.

The Go-To Partner. We work with event agencies acrossthe country and are proud to be the trusted pop-up partner o

them and their clients. Were happy to help you with a design otake your design and roll with it. We can help you prep a client

pitch and support the win with clear invoicing, on-site suppor

and real-time reports and updates. We also provide 24/7 service

during pop-up store load-in and take down.

Where Else Can I Pop-Up? Good question. While themajority o our clients use us or retail store environments, were

helping a growing number o companies set up pop-up-type

experiences at:

n Airports

n Malls and Street-level retail

n

Inside existing ull-time retail and department storesn Concerts, airs and estivals

n Trade shows

n Hotels

n Lounges

n Bars and Nightclubs

n And more!

Quick Estimates. We know you get frustrated by long estimatetimes, which is why we turn around quotes fastoften in 48 hours! Te

us what you want, well give you what you need.n


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