WAYFAIR RETAIL EXPERIENCE
Client: Wayfair Event Type: Pop-up Shop
Wayfair, the online retailer, wanted to increase its revenue during the 2019 holiday season. To do so, they envisioned pop-up experiences prior to the holiday shopping rush as the way to connect with their existing customers and attract new ones.
Brand-building retail pop-ups opening simultaneously in four high-profile markets.
The retail pop-up shops had to meet a variety of design-build criteria. Each of the four shops had to be modular, allowing for changes as store inventory was rotated through the activation period. With each shop to be located within a mall, there were permitting, safety, and emergency egress considerations. All set ups needed to be ADA compliant and user friendly. With valuable inventory within the shops, each build requited the ability to securely lock and safeguard the assets. And, the design-build had to be highly visible and readily identifiable with Wayfair’s distinct branding.
Hargrove provided the market-building B2C solution that addressed all the criteria. We designed, fabricated, and concurrently installed identical retail units in the target markets. The four Wayfair Décor & Inspiration Shops were open from August 1 through October 31 in the King of Prussia Mall in PA; the Streets at Southpoint in NC; Tysons Corner Center in VA, and the Woodfield Mall in IL.
The brand reported a Q4 Direct Retail new revenue growth of 27% year-over-year in 2019.