P&G opens temporary ‘pop-up’ store in New York

NEW YORK Procter & Gamble has jumped aboard the “pop-up” store bandwagon with the recent opening of its temporary store in New York City.

The temporary location, dubbed BrandSaver Live, opened on Black Friday and will close shop on Dec. 11. It is located on 57th Street at 6th Ave.

Inside, visitors are encouraged to experience some of P&G’s brands and receive a booklet with $45 worth of coupons for P&G products.

According to published reports, the concept was tested at shopping malls in Rochester, N.Y., and Dallas over the summer, before heading to Manhattan.

This is not the first time that a manufacturer has turned to experiential marketing. In recent years, there has been a flurry of pop-up venues where companies temporarily lease a retail spot to create a buzz and showcase products. Some companies that have taken part include Maybelline New York, which opened a temporary Beauty Studio in Manhattan; Unilever, which established the temporary “Can You Tell?” studio to promote Suave in Manhattan before traveling on to Chicago and Minneapolis; and Gillette, which took a similar approach when it opened its Venus Vibrance Leg Room in Times Square to celebrate the launch of the Venus Vibrance razor.