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Flagship Killer: The meteoric rise of OnePlus through pop-ups

This piece originally appeared on the We Are Pop Up blog on 23 November 2015.

Mobile device startup OnePlus launched the OnePlus X –  the follow-up to their self-proclaimed ‘Flagship Killer’ the OnePlus 2 – in the UK earlier this month to queues around the block and critical acclaim. But how has the brand powered from zero to a waiting list of millions in little over 18 months, and what can be learned from their global launch campaign? We Are Pop Up caught up with brand OnePlus and space The Dandy Lab to find out more about their UK collaboration.

The beginning of November saw the highly anticipated UK launch of the OnePlus X with a pop-up store at The Dandy Lab in Spitalfields. After the resounding success of the French edition of the OnePlus pop-up tour at Colette in Paris, the hype was equally tangible in London as queues started to form long before the doors opened at The Dandy Lab. For one night only, the pop-up provided a unique opportunity for customers to purchase their handsets without the need for one of the OnePlus infamous online invites.

With a queue stretching the length of Spitalfields Market, this level of buzz and exclusivity has become synonymous with the creators of the low-cost rival to the iPhone. Indeed the OnePlus One sold 1 million units between April and December 2014 when the company was less than a year old. In this age of easily-fuelled social media hysteria, exclusive, time-bound retail opportunities such as this hold the power to provide a startup with a 1.6 million pre-reservation list a mere 18 months after launching.

The pace is astounding when you think about what’s possible today. Apple was founded on 1st April 1976. OnePlus on 16th December 2013. In less than two years OnePlus has achieved what Apple has strived for in 40 with staggering global demand; queues around the block; customers flying in from different countries to access 1-hour pop-up sales. In August the OnePlus 2 sold out of 30,000 units in 64 seconds in a surprise online sale.

Now that OnePlus has reached such success with their coveted e-commerce business, the brand wants to evolve their approach to become more than purely online sales. In an exclusive interview with We Are Pop Up, European Communications Manager Eric Zarshenas explains that For the OnePlus X they have partnered with fashion boutiques in key cities around the world so that fans can touch and experience the phone before they buy it – “people can look at pictures, watch a YouTube video, or read reviews, but nothing is the same as actually holding the phone. We are always looking for ways of getting our devices in people’s hands, so that they can truly experience our build quality.”

This widespread movement of e-commerce brands from online presence to bricks and mortar appearances comes as retail space increasingly becomes thought of as not just a ‘shop’, but a real world manifestation of social media. Just this week, founder of shoe company Toms, Blake Mycoskie, told the New York Times that he was over the word “store”. Instead, Toms ‘Outposts’ offer seating, free Wi-Fi and events like morning yoga classes and movie nights, creating a “lifestyle for the brand”. This reimagining of the retail experience was implemented at the OnePlus X London pop-up at The Dandy Lab – bringing people together in the real world for what was before a purely online experience.

Julija Bainiaksina, co-founder of The Dandy Lab which hosted the OnePlus X London launch, tells us that people are now coming to shops like theirs to not only purchase products but also participate in events. “Here at The Dandy Lab we believe that this is the way forward, it’s time for a shop to become a social hub for brands and customers. The shop is effectively a physical social media space where we can create exciting experiences for our customers.” That’s why in-store they also offer an event space where they host different events and activities including a recent London Terrariums workshop and British wine tasting sessions. “This helps to create better relationships with the customers and encourage loyalty,” adds Bainiaksina.

Zarshenas adds that “over the last 10 years the traditional retail industry has been disrupted by growing online shopping trends and social media. Brick and mortar shops are no longer just sales platforms. They have become media channels that act as showrooms and experience centres where customers can see and touch products, and then buy anytime, anywhere online.”

Photo courtesy of Justine Trickett.

A meeting of minds: how Butchers Salon and Facebar London thrive on creative collaboration

This piece originally appeared on the We Are Pop Up blog on 2 December 2015.

Far from the name suggests, Butchers Salon is home to hair extraordinaires Susannah Jones and Katie Knox, whose mission is to rid the world of mind-numbing hairstyles. They burst onto Hackney Road in the heart of Shoreditch just over a year and a half ago when they decided to collaborate, and in that time have amassed a loyal following of stylish creatives, tending the locks of local East Londoners and crafting hairstyles for the likes of Hong Kong Tatler and Hunger TV.

The thing that sets Butchers apart in a sea of independent salons is their dedication to creative ventures and support of emerging businesses. They have designated an area in-house purely to pop-ups where they invite likeminded brands to become part of their community, resulting in unique collaborations when compatible brands collide. Susannah tells us that “we didn’t want to just be a hair-based salon, but a whole creative space. We wanted it to be more of a centre for housing creatives and showcasing different talent, especially in the local area.”

Not only does this mean they can provide a platform for the rich talents of young East London brands – “a pop-up makes so much more sense for those who can’t afford a big unit just to test the water” – but also Butchers benefits as a business from these brand mash-ups. By creating another point of interest within the salon they both give their existing clients a dynamic and exciting reason to re-visit. They also increase their customer base with the additional following of the new brand. “We’ve had a lot of business generated from people interested in the pop-ups. We also become friends with everyone involved with the brand, who then come here with their friends and get their hair done.”

Founder of current in-house pop-up Facebar London, Nicola Fiveash, agrees that a positive difference between their previous location and this is the synergy between the brands. “Now we’re sharing a space with a fabulous hair salon our clients can have a blow dry as well.” The UK’s first professional makeup bar, Facebar London offers the services of experienced fashion industry makeup artists at much more attractive prices. Nicola explains that moving from their previous site on Redchurch Street, the brand wanted to remain close to their local customers as well as grow their reach even further. “Now we have a lot of returning clients as well as referrals from previous ones. Add all the amazing new Butchers clients and that’s a lot of beautiful faces!”

Busy from day one back in October, Facebar is permanently booked up at weekends with an ever-expanding East London following – discovering the area that works for them and iterating on that success has proved an effective business tactic and pop-up strategy. Nicola recommends to other brands thinking about a second pop-up: “don’t disappear. If the area you’ve been in is right for your business, stay close and keep building your customer base without losing the all ones you already have.” Ultimately, learn your strengths and build on them the next time.

Susannah also reveals that learning is a major part of the collaborative relationship that emerges between Butchers and the brands that appear in the salon. “It’s interactive – for a lot of the pop-ups we’ve been working with them as well and I think we’re always subconsciously giving advice. A brand will come to us with an concept and we go through different ideas together. It’s nice to think that we can teach in a sense – not that we thought we would be teaching! It’s exciting seeing them grow.”

This education works both ways. Not only does Butchers offer advice and expertise in conceptualising and branding the pop-up, they also gain something from each brand in a personal sense as well as a business one. “We’ve actually learned skills as well which is exciting. With Facebar we’ve all learned how to do our makeup. We also had a juice bar which was all about living a healthy lifestyle. We’re quite big on being eco friendly and ethical so now we can all make amazing juice.”

So what does the future hold for Butchers? “Now we have the amazing Tina Outen with us – she has her own salon in New York so we’re going to go over there to do a pop-up project. She has her own Tina Did It brand in here but we’re definitely open to more collaborations.” Susannah adds that they’ve been approached by major shoe and sportswear brands for in-house partnerships, and they are always on the lookout for the next exciting fashion project or standout creative concepts. Be that juice, makeup, fashion or hair, whatever business comes next will undoubtedly flourish in this collaborative playground of creativity.

Photo by me.

Ask the experts – how do I make my pop-up stand out from the crowd?

This piece originally appeared on the We Are Pop Up blog on 9 June 2015.

"I’ve just booked my pop-up location and I’m ready to start installing and decorating the space. With lots of competition out there, how can I make my project stand out from the rest?"

More and more pop-up retailers are reimagining the way that we browse and buy in order to offer something that is more than 'just shopping'.  By creating a unique environment within your pop-up - through anything from an innovative floor plan to flamboyant lighting installations - you can create an exciting, memorable experience for your audience.

We spoke to Calypso Rose, Director of The Indytute, Eve Reid, Visual Retail Specialist at Metamorphosis, and Daniel Peters, Founder and Creative Director of BBS Clothing about their expert tips on nailing your visual merchandising, creating a unique in-store experience and ultimately making your pop-up pop.

Grab people's attention

The first thing that your potential customers will see is the outside of your space from the street. You need to grab their attention as they walk past. Eve recommends that you "think about how you can use your façade and windows creatively to capture your customer’s imagination and focus their attention on your products."

"Your window display doesn’t need to be a complex set-up," says Daniel, "but do remember that this is the first interaction that a passer by will have with your brand - it's the perfect way to encourage them to browse and hopefully make a sale."

Calypso adds that it's a great idea to "collaborate with an artist to help with your window. Having a moving element in your shop window really makes people stop and look." 

Create an atmosphere

Daniel explains that it is important to "take your customers on a journey through the space. You want to make people feel like they’ll find something new on every single pinpoint that you’ve chosen to build."

But it's not just about the layout - there's so much more. Eve advises that "when building a great atmosphere you must consider smells, the music choice and volume, lighting. Even the store's temperature is key as the customer won't stay long in somewhere that is too hot or cold."

For a quick insight into how your audience will experience you pop-up, she suggests that you "place a blindfold over your eyes and walk in your store as a customer - how does it feel and sound?"

Tell your story

"It’s all about the story!" Calypso tells us. "From adding snippets about how you started, to your product labelling, to going all out and putting it on a huge sign behind the till. If you’ve had recent press, don’t be shy.  Let people know." Likewise, if you are curating other labels, "find out the story behind the brands you stock and make sure your staff can re-tell the story."

Adding to that, Eve explains that "successful brands create a strong visual connection with their customers through a series of visual touch points. It's about visually conveying what your brand represents and showing your taste, style and personality through the following things:

Your choice of colour

Your choice of images

The way you package things

The type of products you choose to sell

The way in which you merchandise

The type of tickets you use

Your choice of props

The way you and your team dress

Showcase your products well

Dedicate plenty of time to your visual merchandising. Here Calypso breaks down some important things to think about:

1. "Test, test, test. Watch the flow of your customers in your store and don’t be scared to have a big change overnight. Rotating stock is an excellent way of keeping the store looking fresh."

2. Be clear and don't clutter. "Anything tucked up high or on a bottom shelf won’t sell - give each piece some space. Make sure your customers can tell in an instant what the product is. Complicated products are hard to sell!"

Daniel agrees - "Try not to litter your space with rails and fixtures that make the space feel cramped, as this may encourage a customer to walk away before even getting through the door."

Make it interactive

Eve suggests that you "think how you can make your merchandising interactive: allow your customers to touch, taste, smell, and play with your product. 92% of sales come from touch. Are there ways in which you can encourage customers to interact with the space? Collect thoughts and feedback."

If you want to take a leaf out of The Indytute's book, why not curate an in-store workshop or lesson. Calypso explains that "putting a talk or a workshop into your space brings in a new crowd, encourages collaboration opportunities, gathers data and is fantastic for fresh new content."

Amazing fact: having a workshop in your window can increase sales by up to 800%!

Be creative & resourceful

You don't need a huge budget to create your in-store experience. Daniel tells us that "I work with a selection of chosen set designers and builders who are in tune with my vision. We work toward creating a unique shop that is born from an itemised budget that encompasses all of the required fit-out pieces."

Make the most of friends and other designers by asking them to pitch in - Calypso says "if you have a great space there are always people looking to collaborate - I love the We Are Pop Up ShopSharing idea, its excellent!"

Top tip: visit as many other shops as you can for inspiration. From Liberty and Selfridges to your local independent retailers and pop-ups, ideas and new styles are all around you. 

About

From poker to ping pong, baking to biking, The Indytute runs brilliantly inspired lessons of all shapes and sizes. @Indytute

Metamorphosis is a dedicated Independent Retail Consultancy specialising in visual merchandising, brand delivery and retail performance improvement. @MetamorphosisGr

BBSC, Best of British Shop Clothing, is a curated home for British menswear, providing a platform for both emerging and established designers. @B_B_S_Clothing