Having had huge success with a cameo appearance in the recent Barbie movie, Birkenstock are turning their marketing focus towards in-person live events with three upcoming pop-up shopping events in and around New York City.
Birkenfield will start today at three locations across the city — Flatiron Plaza, 410 Lafayette Street and Domino Park.
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Birkenstock is staging these two-day festivals as a dedication to health, particularly foot health. Visitors can get free foot massages, along with free food and drinks, and they can play games.
Post pandemic in-person events are still something of a novelty.
Not sure if it's the same for anyone else, but we still pinch ourselves with gratitude that there is no longer a need to wear a face mask.
The opportunity for smaller pop-up shopping brands and event co-ordinators is that globally, there is still lots of empty retail space in prominent shopping areas (left vacant after the retail apocalypse sparked by pandemic lockdowns), welcoming of any kind of retail activity.
While the familiar high street names pull down the shutters, artists, independent retailers, local makers, sustainability campaigners and community action groups are taking over abandoned retail spaces, with sustainability and inclusivity top of the agenda. The number of pop-ups has increased by 18% in the past year, although some represent big brands.
Retail is changing and not all of it is driven by technology.
People buy things from people - the more that interaction can be skilfully facilitated, the more meaning is created for all.