Your One-Stop for Pop-Up!
First we head to LA, and the innovative dive/design company Fourth Element, who were the first to introduce the concept of an underwater pop-up, or rather a pop-down, as the shop was below the surface at a depth of twenty-five feet.
The event was a marketing splash to coincide with the annual TekCamp, where divers from all over the world come to learn new skills, and was the brainchild of Fourth Element Marketing director Jim Standing, in collaboration with instructors Martin Robson and Tim Clements.
The logistics of creating a safe environment for anyone to shop underwater required a huge amount of technical skill, and took four expert divers, ten hours to create. The shop, or ‘habitat’ was constructed in stages, and much of the work was done above water, before the parts being sunk and secured via anchors.
Once constructed and opened, constant checks were required to ensure gas supplies were kept topped up, and rigging was safe.
Selling Fourth Element T-shirts, the underwater shop was a canny smash hit for Fourth Element, and a great example of taking your product and expertise to another level, to create something extraordinary.
Dubai is next on the list, with an underwater tech pop-up. For anyone who has dropped their phone or kindle in the bath or swimming pool, tech and water may not seem obvious playmates, but Sony used this to their advantage. This three day, underwater pop-up shop was a Sony creation to demonstrate its growing range of water resistant smartphones, MP3 players and tablets. Just off the coast of Dubai, and four metres down into the ocean customers were accompanied by an instructor.
In a similar ‘habitat’ to that used by Fourth Element, Sony constructed a giant ‘dive bell’, which meant that after diving down into the shop, masks and equipment could be removed, and customers could shop, talk and take selfies (obviously!), before getting kitted out and returning to the surface.
Sony branding was much in evidence, and VIPs and competition winners were given priority in the pop-up shop.
Finally, to London, and a slightly different take on the underwater theme, with aquatic pet brand Tetra. Opening their pop-up shop in London’s Old Street Underground Station, the brand provided a soothing backdrop of artfully arranged tanks, filled with an array of aquatic life. Tetra worked with the Aquatic Design Centre, and hopes that their pop-up provided a little bit of tranquility for the stressed out commuters.
The Tetra Tranquility Tank was filled with 2,600 litres of water and included angel fish, rainbow fish, a turtle, and other exotics. To add to their relaxation, and ‘underwater’ experience, customers were provided with mood lighting, calming scents of herbal teas, and abundance of plants, and soothing ‘ocean’ music.
Tetra’s head of marketing, Giuliano Buccino, hopes that visitors to the pop-up were inspired by the benefits, and might even like to create their own ‘underwater relaxation room’ or purchase some ‘aquatic art’ for their homes or offices.
Pop-Up Tips to Takeaway;
- Our three underwater pop-ups are very focused on ‘making a splash’ with a superb marketing and branding strategy from all involved. Think outside the box, and use your skills, the sky, the ocean, the city or the countryside to inspire your own pop-up. Fourth Element’s tagline ‘Equipment for Adventure’ sums up their brand, and their pop-up, in three words.
- Imagine how easy it is to get press interest in your area by doing something extraordinary.
- Before you embark on a grand scheme (pop-up shop in Space anyone?), make sure you have skills, time and budget to make it happen.
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Featured Header Photograph Credit; Sanita Gourley/Beauty Wishes