Pop-ups are getting attention for popping out all over, even in model apartments at Miraval Living, and now it appears that another developer wants in on the action.
A very short-term store, Retail Therapy, set up shop one weekend last month at Miraval at 515 East 72nd Street, with more retail events to come there, and the developer of Soho Mews said he would like to bring the concept to his development as well.
In the recession, developers and marketers are searching for ways to attract buyers — shoppers in the mood for a new dress at least have their wallets open — as well as make more use of spaces like model apartments.
On the 28th floor of Miraval, six model apartments served as temporary boutiques, featuring women’s fashions and accessories. Over 500 visitors spent around $50,000, said Nancy Berger, founder and president of Grace Group/Pop Up Tart Productions, which organized the retail aspect of the event. “That’s about 40 percent more than we projected, so the brands were thrilled,” she said.
The pop-up event also generated several appointments by potential buyers in the building.
“The response exceeded our expectations,” said Jennifer Hall, marketing director at Corcoran Sunshine. “We wanted to do something that had never been done before, and we will expand the program at Miraval Living from women’s fashion to children’s and men’s items.”
Berger said she has been in talks with other real estate companies to coordinate similar events, but declined to divulge names. “For the smaller brands that can’t afford standard pop-ups, we’re always interested in how we can take this to people with boatloads of money,” she said.
Albert Laboz of United American Land attended the Miraval Living event. He said he’d like to do something similar at his Soho Mews at 311 West Broadway, where 12 units out of 66 are available for sale.
“It was an innovative way to drive new traffic to the building,” he said. “It was a lift for the participating merchants as well as the building and we are interested in hosting a similar event at Soho Mews in the late spring or early summer.”
The event benefitted a charity, Bottomless Closet, which provides economically disadvantaged women with business-appropriate attire, and to gain admission, shoppers donated new or gently worn clothing and accessories.
The result was a windfall, said Kendall Farrell, executive director. “Given the economy, promoters integrate philanthropy into these kinds of events to make people feel better,” she said. “It was a win-win for all involved.”