The Sprayground pop-up shop has more features than the permanent store

Pop-up shops have become more and more complex and exclusive over the last few years, so they’re arguably the most over-the-top attention-grabbing example. Sprayground’s temporary store in Times Square at 200 West 42nd Street is immersive at every turn, including some of the most artistic sculptures the brand is known for in edgy backpacks, designer handbags and luggage. We spared no expense to wow consumers with the experience of

This includes one of the world’s largest T-Rex statues. The pop-up is filled with activations and activities with collaborators such as Nickelodeon, Call of Duty, and Naruto through September 5th. The pop-up’s runway will wrap up with the New York Fashion Week runway show on September 8th.

What happened to the crappy pop-ups that forced only those in the know to visit less gentrified neighborhoods, find spaces with no visible address, or stop in the back alleys of up-and-coming neighborhoods? Finding the place was part of the experience. It also gave bragging rights to those who were able to navigate the address. Do consumers expect increased levels of engagement? Are they too tired to step into old popups?

The new Sprayground pop-up cost $250,000, including rent and everything from the materials used to build it to the entertainment. Noting the giant sculpture on 42nd Street, Sprayground founder and creative director David Bendavid said, “I started making it bigger and crazier than ever before.” To, I go above.

“Even seeing kids wearing this product on the street is marketing,” says BenDavid. “I don’t want to lose the essence of organic growth. I wanted to keep costs down so I asked an artist friend to help me. [relatively] under. It’s a 6,000 square foot floor, so crazy, but the floor was very bland. You have to look cool, you have to look sophisticated, you have to look sexy. ”

BenDavid generously donated a lot of money, but he had to choose where to spend it to get the most out of it. he said:netflix
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Before creating the Stranger Things popup. From the looks of it, it looked like there was no budget. Indeed, some retailers have spent over $250,000 on him.

“We’ve been very good with pop-ups since 2015, but I’ve found a lot of kinks,” he added. “The great thing is that we have a lot of partners, so we try to impress them. The bags are so vivid and attention-grabbing that they probably didn’t need to do any engraving, but it is also beauty.”

BenDavid looks for spaces with high ceilings so that backpacks and bags can be hung from the ceiling. “This is one of the most important criteria for space, because I have so many different bags and I want them to be displayed higher, so when a customer comes in, I can see all these bags. just look up.”

The thrill of hunting hasn’t disappeared from the new pop-up shop, BenDavid says, just moved inside. “There’s still something about it, but everything I make is limited edition and never produced again, so I’ve shifted gears to where I hunt in stores. There was a very long queue because there were literally 300 different bags on the wall, each different from the next.”

The old pop-up theory of “oh come find us” is fine, but there’s nothing wrong with being with people. Some people say,” BenDavid said. “I don’t know.

Drops were also an issue. “His 99% of the kids queuing up in the back alleys for the goods to arrive are not keeping them for themselves, they are just reselling them,” he says. “The great thing about this is that this product is limited edition and hard to find, so when they get it, they’re like, ‘I got it, I’m going to wear it now.’ is.”

Call it a grown-up pop-up shop.

Previously, the Sprayground popup was set up like an art gallery. The 5,000-square-foot space “looked like we robbed the Metropolitan Museum of Art,” BenDavid said. “Legally, I bought replicas of all these works of art, and they were huge. was this fresh, sleek, modern and contemporary display. Each bag was framed.”

In 2017, Louis Vuitton famously launched a pop-up shop reimagining iconic works by masters like Leonardo da Vinci and Vincent van Gogh. There were copies of old master paintings for a collaboration with Jeff Koons, who pasted large gold and silver metal letters onto the handbags, along with each artist’s name painted on the bags.

“This time, I was able to shoot on 42nd Street in the theater district, so I heard that it was in Times Square, so I made it a theme of time travel. I have a pack,” he said.

Before the pandemic, there was a giant sculpture on the corner of 47th and 7th Avenues, as they did with their latest pop-up. It is a long-established store of shampoo. And then his next one was to set up a real boxing rink and collaborate with Mohammed on his Ali estate so he had a real licensed boxing fight one night. I wanted to show my experience and show my partners that I’m going to work harder than ever to actually tell the story, promote this, and bring the story to life. ”

What are the economics of a new pop-up shop? Are they being used as a strategy to test neighborhoods before signing leases? Not the case with Spraygrounds. The show is there for consumers to enjoy while it lasts.

“I think we spend very strategically with a very small, tight team,” says BenDavid. “We do everything strategically. We don’t want to deplete our entire marketing budget. Just seeing kids on the street is marketing. I keep things tight and put all my resources and energy into it.” We could have outsourced it, but we do it strategically because we want to do pop-ups year-round, and we don’t want to eat up the brand’s marketing budget, which is a lot of the brand’s marketing budget.”