In the beginning of November, we caught wind of an amazing vacant space on Market and Powell: the Westfield San Francisco Shopping Center. We discovered a beautiful street-facing store with its windows covered, completely hidden from the world. As pop-up experts, we knew exactly what to do. Storefront and Westfield have always been closely aligned in our collective vision to connect amazing brands with beautiful spaces. And so the story goes.
Our Director of San Francisco, Benny, began curating what he knew were some of the city’s most involved, locally based brands. There was a hard deadline to have the space built out in two weeks, so the brands of choice had a big job in front of them. To turn this blank space into a professional and well designed retail experience was going to take a great deal of hard work and expertise.
Benny knew he chose the right brands to participate the moment this collaboration kicked off. Within two short weeks, these professionals proved beyond any doubt that they had the ability to take this project on. Needless to say, once ribbon cutting day came, everything was ready and perfect.
We asked the founder of the participating brand ‘We’ve’, Eve Blossom, about some tips on how her and the other founders pulled this together. Her answer was simple and insightful. “Have the budget. Know 100% WHY you’re embarking on this journey. Lock down solid and Storefront recommended vendors for the build out, like Walls 360. Finally, make sure you have amazing sales people, and an experiential plan for your customers. Think ahead, think way ahead, before they ever walked into your store.”
Eve is a retail expert by all means. Her explanation aligns with pop-up expert Melissa Gonzalez’ in-depth look at the pop-up shop, The Pop-up Paradigm. Melissa writes, “Step one when planning your brands pop-up shop is to step back and think about your key goals. There’s lots of possible benefits, what’s the one goal that this pop-up needs to achieve to be a success?”
We agree to this methodology wholeheartedly. When building growth initiatives, follow the age-old rule:
- Define: Who, What, When, Where, Why.
- Design: The How with thorough research.
- Deploy: Trust your research and deploy with confidence.
The Artisan Square space is designed to the “T” with Eve and Melissa’s checklist in mind. The space pulls you in every direction you want to be pulled. Shop through the must-have handmade goods by We’ve, and be sure make your way over to TCHO, the SF based Chocolatier selling a creamy treat that is a personal favorite of this chocolate addict. There is something for everyone at this space. ORU Kayak has their 10% off briefcase-sized fold-out kayaks displayed fiercely, looking as aggressive as the rapids you’ll be paddling down. The curated collective, Makers Market, will be featuring a rotating inventory of San Francisco Made goods. Don’t forget the sleek designs of Wood Thumb, an SF based reclaimed wood finishing movement.
If you’re so fortunately involved in a San Francisco based company, you need to get down to 845 Market Street to catch a glimpse of this amazing pop-up. If mid December has you scrambling for the most wonderful gift ever, stop by Westfield to support these incredible brands.
Now – December 31st @ The Artisan Square Market, 845 Market Street, San Francisco