I was amazed when I got to know that some brand has opened up a portable store in Manhattan. A little bit of googling helped me to know more about it. I was furthre shocked when I came to know that same has been done by a luxury brand who are always considerd something sophisticated and need to have a goot retail outlet. Iisli, a high-end brand has opened up something of a pre-fab store on Bond Street in lower Manhattan. The retail outpost, which is 1,000 square feet large but currently takes up 2,500 square feet of raw space on Bond St., is designed to be taken apart and reconstructed easily in almost any space - it’s got a self-contained lighting system, fitting rooms, clothing racks, etc. The shop is furnished with pieces from founders Sisi and Nelson Li’s own apartment.
Sisi Li, who is the line’s designer, describes the brand’s retail vision:
“For us, it’s like the modern way to do retail. This way, we can travel with the store and try out different neighborhoods. It’s like we are trying out the relationship before we marry.“
The shop will remain on Bond St. till February 1st, before it moves on to other locations - possibly Miami, Las Vegas, Tokyo, or Berlin.
(Source: www.psfk.com)
- Rajeev
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September 26th, 2008 at 11:27 am
This is a really great idea!
Apart from the fact that they possibly make medium-long term saving on New York’s towering rentals.
All the B-Schools worth their salts train “marekting manager wannabes”, How to GO to the customer. Though most wannabes turn to the in-silico marketing mode after having grabbed their pay-hiking testimonials, the customers “remain” at the market.
And the markets are yet to be fully on-line!
It’s always a great idea for “marketing guys” to be in touch with the cutomers, at the market (try dragging out a IIT+IIM marketing branded atta, to a dirty, dusty but lively mandi on a July afternoon - you’ll know).
Facts apart, given the ever more congested lanes, impossible to park at malls, spiralling energy costs & tight credit supply, this portable store looks a winner indeed. Ultimately it’s not novel though, but the fact that “premium” brands are involved, makes it, well, different.
Great piece, has managed to spin up my idea drive!