Not long ago, pop up stores were a fancy way for brands to make their USP and brand core experienceable. However, since more and more stores are installed in major cities the concept is often used by brands as a new PoS concept to only increase retail space.
The wellness drink brand Recess draws on the original concept by showing how to make a brands character truly experienceable with its newest pop up “Recess IRL”. With its CBD infused beverage in many exotic flavors Recess claims to have canned the “cool-calm-collected-feeling”. Based on this brand promise Recess is opening a new pop up store in NYC just in time for the Fashion Week and does everything to fill the space with the spirit of the unique Recess feeling.
Recess IRL has a modern interior design and offers a place of retreat and relaxation in the fast moving environment of New York City. This offer is meant to attract young creative high performers, the core target group of the brand. Of course one has the opportunity to purchase Recess products at the pop up store but the main focus is to transform the products story into a real life experience. Besides bringing the brands values to life through the interior design and special offers, Recess extends the delivered value for visitors by offering wellness events like yoga classes and acupuncture treatments. A smart move!