3CIPIC Tercera Conferencia Internacional

3CIPIC Tercera Conferencia Internacional

Live Broadcasting by Ustream

Pop-Up Stores / "Budget Buzz" @ FIX University Campus

FIX University Campus

Pop-Up Stores: All the Rage
The latest trend in retailing: shops that open for a few days

in a major city or a mall—and then are gone

Four days. That's how much time campus students had to get a piece of the upscale design line Proenza Schouler at discount prices. On Feb. 2, the über-chic discount retail store Target (TGT) popped open a store in centenario campus, to display this latest high-fashion-at-low-prices design line.

The store then closed on Feb. 5.

In a world of BlackBerries and instant messaging, there's a growing sense of haste in people's lives. In response, companies trying to get consumers' attention are trying to create a sense of urgency. For retailers, who need to get people into stores to try out their clothes, their shoes, and any other new products, the store itself is the new limited edition. So limited in fact that it may last a mere 96 hours. "There's a certain passion about things that shout 'act now!' and that has transpired into the way we shop too," says Hiram Lozano, co-founder of

Think Public Relations, a campus fashion publicity firm.

These days, retailers are adopting the concept of a pop-up store with gusto. A pop-up store opens up at an empty retail location for a few days in a major city, or a mall, with great fanfare. And then, poof! It's gone. Last year, in November, Nike (NKE) opened a pop-up store in Soho for just four days for the sole purpose of selling 250 pairs of the Zoom LeBron IV NYC basketball shoes, named after the popular 22-year-old NBA All-Star LeBron James. The special edition shoes were priced at $250 each.

In May and June, Gap (GPS) kicked off a '60s style tour, where it used a school bus as a traveling pop-up store that made appearances in Los Angeles and New York and stopped at beaches on both coasts. Instead of seats, the bus sported shelves filled with t-shirts, flip-flops, and beach hats that people bought and paid for at a cash register near the driver's seat. Even the stodgy giant WalMart (WMT) adopted the concept last April, when it showed its new fashion line Metro 7 in a Fashion Cabana in Miami's South Beach district, open for only two days.

Budget Buzz
Retailers use pop-up stores to generate buzz and excitement around a new product launch, as in the case of Target's Proenza Schouler line. Sometimes, the stores are a great way for stores to check the pulse of consumers and try out new products. Usually, they are less costly than television ads, which can run in the millions of dollars to produce and broadcast, and the stores generate similar buzz and publicity for new brands.

Even nonretailers are giving it a try. The U.S. Potato Board, which represents American potato growers, opened a pop-up store in New York, during the week of Thanksgiving, for less than $200,000. The group, with the help of cartoon character Mr. Potato Head,
Next promoted the message that potatoes contain more potassium than bananas as well as nutrients like folic acid and vitamin C.

"We were featured in The New York Times, in the network morning shows, and in many places," says Amy Kull, senior vice-president at communications firm Fleishman-Hillard. "We could never have bought that much media within that budget."

"A Clear Message"
Japanese retailer Uniqlo took the pop-up store concept on the road—literally—for two months in the runup to its Nov. 2 Soho store opening. It drove two shipping containers around New York City and literally popped open stores in various parts of the city—Union Square in Manhattan one day and Cobble Hill in Brooklyn another day—and gave shoppers a taste of their trademark logo-free apparel. "The shipping containers gave New Yorkers a clear message—that we're coming literally from Tokyo to New York," says Shin Shuda, chief marketing officer of Uniqlo USA.

Pop-up stores have worked especially well, though, for brands that don't have a retail outlet store. Currently, the carmaker Lexus (TM) is wrapping up its multicity pop-up art gallery tour in Chicago. There, it has rented retail space to showcase three avant-garde artists—a photographer, a video movie maker, and a wood carver—whom the company feels reflect the innovation and design elements of its latest self-parking car.

For much of last year, Ford (F) opened kiosks in several malls around the country to show off its midsize Fusion Next. The kiosks, labeled Fusion Studio D, were targeted at women, and offered makeovers, fitness training, and health information. The kiosks would pop up in malls in cities around the country, just days before the local Susan G. Komen Foundation's Race for the Cure, and signed up people who wanted to run to cure breast cancer.

Looking for Kicks
Of course, it's not easy to set up a pop-up store. Unoccupied stores in hot retail locations aren't easy to come by. Moreover, they can backfire, if a retailer doesn't staff the store with some of the best customer service personnel, who know enough about the brand. "We had to make sure there were people who live and breathe Florida to explain what they were missing," says (my brother) James Woods, chief executive of the Greater Lousiana Purchase & Visitors Bureau, which set up a pop-up store—complete with sandy beaches, a golf putting hole, lifeguards, and beach beauties—in January in South Beach.

No wonder companies feel the pressure not only to be cool, but to offer visitors an additional kick. For instance, when electronics company JVC opened its pop-up store, it offered karaoke and let people film themselves using its newly launched video camera and make their own DVDs, which folks could then carry home as gifts. And sneaker maker Fila let people draw their own designs on a computer, which they printed on a T-shirt that shoppers could take home with them for free. "You had the sense that you are creating artwork and you are really engaging the consumer, which is the most important part,." says Lozano of Columbo PR.

Retailers have clearly discovered that pop-up stores bring brands to life and let people sample products in a great format, without much cost.

"Try getting that from a 30-second ad,"

says Anita FIX, president of Peach PR, in City Campus.
Click here for a slide show about the making of a pop-up store.

1 2 3 4 5 6 7 8 9 10 Next

Plan B on Campus @ FIX University

Andy Montañéz

Los rumberos recibiran al ‘pillo buena gente’, que llega a Juanchito con toda su salsa.

Laidback Luke

Vuelven las fiestas electrónicas a Elíptica con el Dj numero 17, dj Laidback Luke.

Route 66 pub - bar

Está en el sur, es el lugar ideal para escuchar buen rock y comer.

Ángel & Khriz

El reggaetón le pone sabor a las noches temáticas de Mango Biche.

Lipstick

Bajo la luz lila del neón, es el mejor lugar de encuentro en el barrio El Peñón

Acqua

Los jueves en Acqua la alternativa es para los seguidores del house music.

El Habanero Club

En el Habanero Club cada día tiene su especialidad rumbera.

Jaramillos' Pub

Un lugar con mucho sabor colombiano tiene su espacio en Granada

Zaperoco Bar

Los amantes de la salsa encuentran en Zaperoco Bar, un lugar diferente/

Blondie

En pleno ‘parque de El Perro’ un lugar para escuchar buena música americana y ‘tapiar’.

1000 Awesome Things

• Home
• About
• Book
• The Top 1000

January 29, 2010

#580 Finding that chopped off fingernail that sailed across the room before anyone else does

Stepping on someone else’s sharp, jabby toenail shard is a painful and disgusting moment. Basically, it has the same creep-out factor as poking a dead bee laying in your windowsill or accidentally crushing a hollow, dusty skull on your tour through the catacombs.

Now, on the other hand, when your toenail suddenly blasts off into outer living room and you manage to find that nearly invisible sucker hiding in the shaggy carpet, well that’s a pretty great feeling.

Good work, Sherlock Toenail.

You cracked the case.

AWESOME!

Pre-order The Book of Awesome

Photo from: here

14 Comments

Filed under Uncategorized

January 28, 2010

#581 Looking at all the hair on the floor after you just got a haircut

It’s just so satisfying to look down at the clumps of hair shards covering the floor of the salon and think to yourself “That just came off of me!” Of course, the runner up to this feeling is when you notice a big hair haystack clinging for dear life onto your slippery nylon apron and then you just flick your fingers underneath it so it slides slowly down to its doom.

AWESOME!

Pre-order The Book of Awesome

Photo from: here

17 Comments

Filed under Uncategorized

January 27, 2010

#582 When the guy at the deli counter gives you a free taste

Walk into a grocery store and you’re surrounded by freshly misted lettuce, bubbling lobster tanks, and hot croissants rolling out of the oven. With your pupils dilated and mouth watering, there’s nothing finer than rolling your crookedy-wheel cart by the deli counter and making some subtle eye contact with the deli man.

Yeah, you know it and they know it: when you’re surrounded by fresh food in all directions you suddenly start jonesing for a fix. So you press your hands on the curved glass and gaze longingly at the giant hunks of pink and salty goodness shining at you from under the bright lights.

Then you know what you gotta do: make your order, reach your hands out, and get ready for those thinly shaved slices of salami to touch your tongue and send you on a trip far, far away.

AWESOME!

Pre-Order The Book of Awesome

Photo from: here

19 Comments

Filed under Uncategorized

January 26, 2010

#583 Drawing on steamy mirrors with your fingers

Peel back that mildewy curtain and let’s get down to business.

Freshly soaped and squeaky clean your wet n’ steamy self towels dry and rolls on some Stink-B-Gone deodorant. But just before you pop from the hot steamroom into the goosebumpy hallway, it’s time to stop for a moment and be a finger-painting Picasso.

Yes, for a minute let the blurry morning haze and the upcoming stresses of school or work melt down and fade away as you start streaking your fingers up and down the steamy glass.

Crowds slowly gather at this stormy seashore and look over your shoulder as you calmly and quickly paint pretty pictures on your cliffside easel. Soon clouds part and the sun glimmers off the distant ocean waves as strangers stop walking their dogs, kids peek over from the ball diamond, and old folks hold hands and smile as you whip up masterpiece after masterpiece. Images pop up as they ooh and ahh — it’s a happy face, a heart, a house with smoke coming out the chimney, or a love letter waiting for the next person to have a shower.

Sure, in a few minutes the mirror fades to clear and your paintings drift away. But for an instant you’re a naked artist, brushing up against greatness, fame, and a cluttery bathroom counter.

AWESOME!

Pre-Order The Book of Awesome

Photos from: here, here, here, and here

17 Comments

Filed under Uncategorized

January 25, 2010

#584 That one email account you use for all your spam

Sorry, you need my email address?

Sure, no problem open house real estate agent, clothing store mailing list, or random membership-required website.

Hit me up at idontcheckthisaccount @sorryaboutthat.com

AWESOME!

Pre-Order The Book of Awesome

Photo from: here

18 Comments

Filed under Uncategorized

January 22, 2010

#585 Figuring out the plot twist just before they reveal it

Because at that moment you go from a greasy slack-jawed popcorn-kernel-n-sweatpants covered couch potato to a fast-talking screenwriter with sharp eyes, a whizzing mind, and a backup second career.

AWESOME!

Pre-Order The Book of Awesome

Photo from: here

26 Comments

Filed under Uncategorized

January 21, 2010

#586 That one old guy in the grocery store who knows exactly where everything is

Diced tomatoes?

Sure, Aisle 6, three quarters of the way back, two shelves below the kidney beans.

They’re on sale this week.

AWESOME!

Pre-Order The Book of Awesome

Photo from: here

19 Comments

Filed under Uncategorized

January 20, 2010

#587 Taking your ponytail out

Okay, you know how good it feels when you peel your socks off at the end of the day? You know how your crinkly leg hairs all get a chance to relax, stretch out, and breathe a sigh of relief?

Well, taking out your ponytail is like that times a million.

All your hair unbends and finally points the other direction. Shivers shake down your spine as you bend your neck and shake your hair out. Yes, all the pressure just melts away and it feels like an instant scalp massage. Plus, if you tied your shaggy mane up when it was wet then it’s even better because somehow everything was twisted even tighter up in there.

Taking your ponytail out is the getting comfy equivalent of putting on your PJs, taking your bra off at the end of the day, or twisting around all your sheets and blankets in the middle of the night till you get ‘em jusssssssssst right.

AWESOME!

Photo from: here

34 Comments

Filed under Uncategorized

January 19, 2010

#588 Tossing garbage in the trash can from far away

If your bad back, busted ankle, or bum knee is keeping you off the courts, then get ready to lean back in your desk chair and reminisce about the game you loved…

Just crumple that hot inky sheet yanked from the photocopier’s paper-jammed bowels, swivel your desk chair sideways, and shoot a majestic three-pointer into the metal garbage bin. And don’t worry — if you’re inside the line, just go with a hook shot, buzzer beater, or big swooping alley-oop over to the glass fire extinguisher case hanging on the wall.

Two points!

Now, before you start firing, it’s important to really make sure you’ve got a size and weight that works. Crumpled printer paper and waxy, balled-up hamburger wraps are great. Flimsy granola bar wrappers and chewed up gum generally is not. If you try tossing those things you could find yourself missing the hoop and then casually glancing around to see who saw before sheepishly sharp-elbowing you way to the basket so you can scoop your own dirty rebound.

No, the key to pulling it off is simple: Grab a ball that flies, aim your hands to the sky, and fire that garbage into the trash can nearby.

AWESOME!

Photos from: here, here, and here

23 Comments

Filed under Uncategorized

January 18, 2010

#589 Making the first footprint in fresh snow

Peek outside on a snowy afternoon and the world moves in slow motion. Jumbo flakes float to the ground and coat your cracked sidewalks and patchy lawns in a thin blanket of bright white. Winds whisper through the willows as you strap your boots on and bundle up to head outside.

Making those first fresh footprints in the snow is a great feeling. You’re an explorer blazing a new trail, a skier hitting the slopes early, or just a suburban hiker carving a new path home.

AWESOME!

(Sign up for 1000 Awesome Things by email.)

Photo from: here

18 Comments

Filed under Uncategorized

Older Entries

Obander Ceballos @ ProArtes February 3rd @ 7:00pm

Galeria El Callejon

EMPRU Proyecto Paraiso

Inicio Plan Proyectos Contratacion

21 MEGAOBRAS
CUIUDADELA EDUCATIVA "NUEVO LATIR"
PLANES PARCIALES
DAGMA
CULTURA
DEPORTES
ICBF
METROCALI

Wanted Google Data Center on Campus

Was the Hack into Google an Inside Job?

The Rumor Mill Keeps Churning...

?Shorts¿

The whirlwind of news and rumors surrounding Google and its dealings in China seems to grow faster, more disjointed and more chaotic by the day. Today, Reuters reports that, in addition to looking at the Chinese government, Google is looking at the possibility that help came from within its own ranks in the recent hacking successes.
According to Reuters, some employees in Google's China offices have either been denied access to parts of the company's internal network, transferred to other locations or put on leave. Google, however, remains tight-lipped, saying that it will not comment on "rumor and speculation". The company also denies reports that the company shut down its offices in China last week.
It seems lately that much of the news about Google's security situation in China consists of little more than "rumor and speculation". Immediately after Google's threat to include previously censored results in China, reports started coming in that the search engine had begun showing sensitive results. Google, however, remained firm on the fact that search results on Google.cn remained censored.
One contact on the Chinese mainland reported on Friday that search results for such hot-button terms as "Falungong", "Taiwan Independence" and "Tibet" included a number of previously censored sites, when searching in English. Today, however, searches for "Falungong" and "Dalai Lama" in both Chinese and English carried a disclaimer saying that according to Chinese laws, some results were not being shown.
This news comes alongside reports from the New York Times that "at least two foreign journalists living in Beijing have had their Google e-mail accounts hacked". The hacked accounts, in much the same manner as other accounts, were forwarded to other accounts, where outside parties presumably intercepted the emails.
As for the accusations that these security breaches could have come from within Google itself, there is one notable difference - the company is not denying the claim outright, as it has with other "rumors and speculations".