Block after block, empty storefronts can signal an economic decline–or a terrific opportunity!
I recently had the chance to participate in the execution of Target’s first pop-up shop in the Midwest. Designed by David Stark Production in NYC, the Bullseye Bazaar occupied an empty space along Chicago’s Magnificent Mile. . .prime real estate! With the creative use of wall coverings, flooring, fixtures and signage, the space was transformed into the best of both worlds–Target products and Target prices in a fun, unique shopping experience.
So, what’s the catch? There are Target stores all across Chicagoland–what makes this location special?
It was only in business for 3 DAYS!
I can’t help but think that there are ways to reinterpret this approach . . . it needn’t be an option only for big businesses in big cities (with big budgets!)
Consider the following possibilities–which of these could work for you?
- A limited-run gallery for area artists or students, perhaps as a working studio?
- A chance for a potential business to take a “test drive”? Gauge traffic, customer interest, etc.
- A special occasion venue? Who doesn’t want to see and be seen?
- Rent or donate windows to market a specific promotions? Breast Cancer Awareness in October, Back to School in August, etc. ? In these situations, full-size graphics applied to the glass eliminates any need to direct energy or attention to the inter.
Moving ahead, you will need to:
- Identify one key location–visible, desirable and user-friendly.
- Establish occupancy parameters and timetables–I recommend one week limits. Tenants who linger, promotions past their expiration dates. . . avoid situations that erode the “gotta go there NOW” energy that you’re working to establish.
- Clean, paint and light the facade, windows and interior. Don’t skimp on this!
- Give it a name.
- Post photos/floorplans of the space on your website.
- Extend an invitation to your first occupant and be prepared to help offset the cost.
When the Bullseye Bazaar opened, the line of customers circled the block. Those customers could easily snag the same Mossimo shorts or lemonade pitchers at their Target but that wasn’t the point–this was a “happening”, a very limited run and couldn’t be missed!
