Crafting Lasting Impressions with Pop-Up Experiences in Retail

Title

Contributor Names

Lee, Hyunji (Author)

Cowan, Brenda (Thesis advisor)

Fashion Institute of Technology, State University of New York. Exhibition and Experience Design (Degree granting institution)

Date

2024

Degree Information

M.A. Fashion Institute of Technology, State University of New York 2025

Department: Exhibition and Experience Design

Advisor: Brenda Cowan

Committee Members: Christina Lyons, Brooke Carlson

Abstract

This document is organized into two sections. Part 1 explores the theoretical foundation of creating memorable brand experiences, while Part 2 applies these theories in a practical, immersive pop-up exhibition project.

Part 1 investigates the factors that make certain retail spaces feel distinctive and memorable. This exploration began with a question: Why are we attracted to some stores more than others? This sense of attraction often leads to a stronger bond with the brand that provides the space, serving as a powerful tool for promotion. Furthermore, Part 1 examines how sensory elements, narrative-driven design, and the strategic use of pop-up stores shape consumer behavior and brand perception. During my research, I came across a book by Joseph Pine and James H. Gilmore, The Experience Economy: Work Is Theater & Every Business a Stage. This seminal work introduces the concept of experiential spaces, where businesses are viewed as stages and their offerings as performances designed to engage customers on a deeply emotional level. This section delves into how brands can leverage physical spaces to evoke lasting emotional connections with consumers. Specifically, it analyzes how promotional events can unify brand purpose and brand perception by emphasizing brand essence. Additionally, as Gen Z emerges as the primary consumer demographic for many retail brands, this section considers how their perspectives and ways of perceiving brands are reshaping the retail landscape. Part 1 lays the groundwork for understanding how retailers can foster deep, meaningful interactions with their customers.

In today's digital age, where e-commerce has reduced the need to visit physical stores, Part 1 also explores how brick-and-mortar retailers can maintain relevance by creating unique, memorable experiences. This section additionally offers insights into the evolving expectations of Gen Z, who seek authenticity and meaningful interactions with brands rather than feeling overwhelmed by an abundance of marketing. By analyzing the role of in-store experiences and pop-up events, Part 1 considers how brands can stand out in a crowded marketplace and establish genuine connections with their customers. It raises essential questions about the true value of in-store experiences, particularly in environments flooded with trend based pop-ups that often lack a genuine brand identity. This exploration sets the stage for understanding how thoughtfully designed spaces can drive brand loyalty and foster lasting relationships.

Part 2 applies these insights through a practical, immersive exhibition project. Building on the concepts from Part 1, this section explores how a collaborative exhibition can create meaningful, narrative-driven interactions that deepen brand connections. By curating spaces that evoke emotional resonance and encourage exploration, Part 2 demonstrates how experiential design can make traditionally exclusive luxury brands more accessible and appealing to younger audiences while reinforcing loyalty among existing customers.

Classic brands with rich heritage often face challenges when adapting to fast-paced contemporary trends for promotion. This creates a dilemma: consumers expect these brands to uphold their originality and historical values, yet modern trends can sometimes conflict with and dilute their unique identity. The solution lies in narrative-driven experiences that blend tradition with modern appeal by focusing on emotional connections. These experiences captivate younger audiences while honoring the timeless qualities that define the brand. This approach allows brands to evolve while staying authentic and relevant. This section provides a detailed exploration of the creative process, addressing audience study, collaborative strategies, visual identity, design development, and execution. Together, these elements form a comprehensive model for elevating brand experiences in retail spaces, ensuring that heritage and modernity coexist in ways that inspire and engage.

Subject

Design

Industrial management

Fashion

Keyword

Brand experience

Bridgerton

Luxury brand event

Narrative-driven design

Pop-up event

Pop-up store

Access Rights

This document is organized into two sections. Part 1 explores the theoretical foundation of creating memorable brand experiences, while Part 2 applies these theories in a practical, immersive pop-up exhibition project.

Part 1 investigates the factors that make certain retail spaces feel distinctive and memorable. This exploration began with a question: Why are we attracted to some stores more than others? This sense of attraction often leads to a stronger bond with the brand that provides the space, serving as a powerful tool for promotion. Furthermore, Part 1 examines how sensory elements, narrative-driven design, and the strategic use of pop-up stores shape consumer behavior and brand perception. During my research, I came across a book by Joseph Pine and James H. Gilmore, The Experience Economy: Work Is Theater & Every Business a Stage. This seminal work introduces the concept of experiential spaces, where businesses are viewed as stages and their offerings as performances designed to engage customers on a deeply emotional level. This section delves into how brands can leverage physical spaces to evoke lasting emotional connections with consumers. Specifically, it analyzes how promotional events can unify brand purpose and brand perception by emphasizing brand essence. Additionally, as Gen Z emerges as the primary consumer demographic for many retail brands, this section considers how their perspectives and ways of perceiving brands are reshaping the retail landscape. Part 1 lays the groundwork for understanding how retailers can foster deep, meaningful interactions with their customers.

In today's digital age, where e-commerce has reduced the need to visit physical stores, Part 1 also explores how brick-and-mortar retailers can maintain relevance by creating unique, memorable experiences. This section additionally offers insights into the evolving expectations of Gen Z, who seek authenticity and meaningful interactions with brands rather than feeling overwhelmed by an abundance of marketing. By analyzing the role of in-store experiences and pop-up events, Part 1 considers how brands can stand out in a crowded marketplace and establish genuine connections with their customers. It raises essential questions about the true value of in-store experiences, particularly in environments flooded with trend based pop-ups that often lack a genuine brand identity. This exploration sets the stage for understanding how thoughtfully designed spaces can drive brand loyalty and foster lasting relationships.

Part 2 applies these insights through a practical, immersive exhibition project. Building on the concepts from Part 1, this section explores how a collaborative exhibition can create meaningful, narrative-driven interactions that deepen brand connections. By curating spaces that evoke emotional resonance and encourage exploration, Part 2 demonstrates how experiential design can make traditionally exclusive luxury brands more accessible and appealing to younger audiences while reinforcing loyalty among existing customers.

Classic brands with rich heritage often face challenges when adapting to fast-paced contemporary trends for promotion. This creates a dilemma: consumers expect these brands to uphold their originality and historical values, yet modern trends can sometimes conflict with and dilute their unique identity. The solution lies in narrative-driven experiences that blend tradition with modern appeal by focusing on emotional connections. These experiences captivate younger audiences while honoring the timeless qualities that define the brand. This approach allows brands to evolve while staying authentic and relevant. This section provides a detailed exploration of the creative process, addressing audience study, collaborative strategies, visual identity, design development, and execution. Together, these elements form a comprehensive model for elevating brand experiences in retail spaces, ensuring that heritage and modernity coexist in ways that inspire and engage.

Rights

Creative Commons Attribution-NoDerivatives 4.0 International

In Copyright

The copyright for this work is held by its author/creator(s). Usage of this material beyond what is permitted by copyright law must first be cleared with the rights-holder(s). This work has been made available online by the Fashion Institute of Technology Gladys Marcus Library strictly for research and educational purposes. If you are the copyright holder for this work and have any objections to this work being made available online, please notify us immediately at [email protected].

Identifier

FIT Repository ID: etd_001028

ISBN: 9798280718043

Publication Number: 31842111

Submission ID: 10456

Type

Text

Thesis

Language

English

Publisher

Ann Arbor : ProQuest Dissertations & Theses

Crafting Lasting Impressions with Pop-Up Experiences in Retail

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