Elena Berton is an Italian fashion designer. Her unique collection is entirely handmade in Italy and tells the beautiful story of craftsmanship in its most elaborate form. Carefully sourced leather, sustainable working methods and century-old knowledge are only some of the many aspects that make her collection unique and absolutely beautiful.
With stores in Munich (DE) and Pietrasanta (IT), the idea and conceptualisation for the London Pop-Up Store in December 2014 came as part of the international branding expansion for the brand.
From the 8th to the 14th of December 2014 the Pop-Up Store opened in South Molton Street, located in one of London's busiest shopping areas in the prime Christmas Shopping period.
The logistical organisation included location scouting, shipping of goods, design and decoration of the shop, local press work, setting up of shop system, carrier bags, payment systems and coordination of shop team.
The shop was designed to represent the shop interior and brand positioning of the other two shops, in order to create a strong brand presence in the new market environment.
Pop-Up Stores are an innovative, creative and exciting branding opportunity, whether this happens in a brand's home city or in a new city and market. Following a strong brand strategy by creating a shop experience, helps to create the brand's world in a physical space to give customers a sense of what the brand stands for.
This feeling should then be translated onto the website and the retargeting measurements that would be carried out after such a branding opportunity.