Today, I want to talk about Gisou’s pop-up branding and why I feel as though it is important to a business (especially a smaller one). Plus, if you aren’t living in New York and missed out on visiting the pop-up I want to share some pictures I took while there!
If you know me, it’s no secret how much I love the Gisou products (I’ve done a post raving about the hair oil here) and IRL I talk about how inspiring and creative Gisou is as a business. So, when the brand created a pop-up in New York, I had to go visit, knowing that it would be designed down to the last detail. And, I was not disappointed.
What I loved about the Gisou pop-up
// Every last detail was thought of
Two of my favorite details about the pop-up were the shopping bag you received after purchase and the napkin holders on the table. I love that things on this level were thought of and it makes, as a customer, you feel like the brand really cares. Plus, as a designer it is so insanely cool to see the amount of creativity that went into concepting everything and gives me so much inspiration for my own work!
// They brought in brand values to the store
Another detail I loved was that they decided to have deals that were special to the New York pop-up. One deal was refills that were cheaper than buying a new product. It was more environmentally conscious (and probably a margin hit) for them to offer this and I feel like it ties into their brand values of working to be better as a business for the planet.
// The real Gisou team was there
O.M.G. I loved that the Gisou team was actually in the store! It felt more authentic to have them there and really gave you a unique experience.
Why Pop-up Branding Is Important To A Small Business
// It is the first time many people are interacting in real life with your brand
I think this title says it all, but really for most pop-ups it is the first time people are able to go into the store and look at the item they are thinking about buying before they purchase. It is also the first time people will be able to really physically see a representation of the brand and I think that can really make a big impact.
// You need to make a statement to attract attention
I loved that Gisou’s store was in a Papaya Dog! Although the concept sounded a little strange at first, I felt like it was a stand-out concept that intrigued me so much that I needed to see it in person. Not to mention how creative it was!
// You want to leave a lasting impression
This one is obvious I feel, but everything I have mentioned above is designed to leave a lasting impression. Without that lasting impression, I wouldn’t feel connected to the brand and am way less likely to purchase again. But, after leaving the Gisou pop-up I know due to their amazing products and even cooler brand, I will be a life long customer.
Did you go to the pop-up? What do you think of small businesses opening stores in major cities? Let me know your thoughts below :)