Chanel last brought its coveted surfboards and beach paraphernalia out East when, in 2010, it worked with then brand ambassador, professional surfer Laird Hamilton, to introduce its J12 Marine diver's watch.

Chanel last brought its coveted surfboards and beach paraphernalia out East when, in 2010, it worked with then brand ambassador, professional surfer Laird Hamilton, to introduce its J12 Marine diver’s watch.

How do you increase attention spans with limited-time retail experiences?

Fashion’s biggest, and most influential, global brands continue to use the pop-up concept to lure millennials and Gen Z by offering unexpected retail experiences. Branching out from expected high-fashion districts in major metropolitan areas, Gucci, Louis Vuitton, and Chanel—reacting to dwindling attention spans and increased desire for a sense of community—all showcased immersive activations that spoke to the longevity of the pop-up.

From July 3 to 28, Gucci partnered with Melet Mercantile, a recognized local Montauk outpost and “insiders” vintage shop, on a three-week “retail destination” in tune with the Long Island town’s laid-back surf culture. The boho-chic pop-up, much in keeping with Gucci creative director Alessandro Michele’s eccentric and zany personal aesthetic, brought an unexpected experience to the East End, coupling Gucci’s high-fashion Towards Summer collection (with a focus on canvas and wicker) with Melet’s bespoke oddities including art prints and vinyl records. The space was completely transformed via the Gucci merchandising team into a shoppable, interactive market-like experience with just enough polish to meld the ornate clothing rails and wall-mounted fish and vintage skateboards with the floral prints from the Pre-Fall 2019 collection (not to mention installing a proper restroom door).

As part of the Montauk residency, Gucci also solely used local businesses such as John’s Drive-In and Morty’s Oyster Stand (the brand also contributed to an array of local organizations).

On nearby Shelter Island, Chanel took a decidedly more resort-luxury approach when it took over André Balaz’s Sunset Beach July 17 to 22 to celebrate the 20th anniversary of its J12 fine timepiece. Launching the decidedly posh Chanel J12 Yacht Club (guests were surrounded by all things bearing the CC logo, after all), the pop-up offered the notion of idyllic seaside living at its most picturesque.

Produced by Prodject with decor by Raul Avila Inc., some pretty fabulous, and Instagrammable, scenescapes were had: Guests could unwind on the beach under Chanel umbrellas replete with customized chairs, coolers, floats, and surfboards, or play badminton. There was also a wine garden (with Chanel-branded drink vessels); two J-Class yachts docked in the bay; a game room where Chanel postcards could be sent, and a Sunset Beach Boutique to shop the new J12 watch. To celebrate the launch, Chanel brought in singer Billie Eilish via Riva boat to perform at a private V.I.P. dinner.

Finally, in what was a very busy July retail month, was Louis Vuitton. Following its all-orange pop-up in Chicago in tandem with the Museum of Contemporary Art’s retrospective on Virgil Abloh, the brand’s men’s artistic director recreated his Fall 2019 Paris Fashion Week show concept at the corner of Ludlow and Rivington streets with a neon green pop-up. The 10-day residency on the Lower East Side immersed clients and passersby in the high-octane, high-luxury-meets-streetwear world that Abloh has so perfected.

Every square inch of the venue was awash in neon green, inclusive of furniture and figures. On the street, various props were also spray-painted to match. Naturally, moments of graffiti “vandalism” occurred—but it was all in keeping with the area’s somewhat still gritty vibe. Vuitton hosted a preview day for clients, who were treated to an LV-style takeover for drinks and lunch at Cafe Mediacross the street—complete with branded coasters and custom floral arrangements.

Chanel
Produced by Prodject, Chanel took over the Sunset Beach resort on Shelter Island in the Hamptons to introduce and celebrate the new generation J12 fine timepieces. Open July 17 to 22, the Chanel J12 Yacht Club welcomed the public to partake in the immersive Chanel experience.
Produced by Prodject, Chanel took over the Sunset Beach resort on Shelter Island in the Hamptons to introduce and celebrate the new generation J12 fine timepieces. Open July 17 to 22, the Chanel J12 Yacht Club welcomed the public to partake in the immersive Chanel experience.
Photo: Courtesy of Chanel
Chanel
From beach umbrellas and surfboards to drink vessels and even coasters, no branding opportunity was overlooked—creating instant Instagram fodder (not to mention collectible merchandise for diehards).
From beach umbrellas and surfboards to drink vessels and even coasters, no branding opportunity was overlooked—creating instant Instagram fodder (not to mention collectible merchandise for diehards).
Photo: Courtesy of Chanel
To emphasize the yacht club aesthetic of the takeover, Chanel docked two J-Class racing yachts—the inspiration for the timepiece design—in the bay with branded sails.
To emphasize the yacht club aesthetic of the takeover, Chanel docked two J-Class racing yachts—the inspiration for the timepiece design—in the bay with branded sails.
Photo: Courtesy of Chanel
Chanel
Raul Avila Inc. provided all the floral decor for the festivities, which included clean green-and-white bouquets on the dining tables (during a private lunch and dinner Chanel hosted) as well as in the pop-up J12 boutique.
Raul Avila Inc. provided all the floral decor for the festivities, which included clean green-and-white bouquets on the dining tables (during a private lunch and dinner Chanel hosted) as well as in the pop-up J12 boutique.
Photo: Courtesy of Chanel
Chanel
Chanel last brought its coveted surfboards and beach paraphernalia out East when, in 2010, it worked with then brand ambassador, professional surfer Laird Hamilton, to introduce its J12 Marine diver's watch.
Chanel last brought its coveted surfboards and beach paraphernalia out East when, in 2010, it worked with then brand ambassador, professional surfer Laird Hamilton, to introduce its J12 Marine diver’s watch.
Photo: Courtesy of Chanel
Louis Vuitton
Louis Vuitton, once again, turned to a pop-up activation to launch the latest collection by its men's creative director, Virgil Abloh. Set on the same Ludlow & Rivington street corner that was re-imagined for his Paris Fashion Week Fall 2019 show, the entire temporary store was painted in an eye-catching neon green—complete with a matching bicycle, garbage bags, and a mailbox for extra city grit. Abloh even took to his Instagram encouraging fans to meme the side of the store as a green screen.
Louis Vuitton, once again, turned to a pop-up activation to launch the latest collection by its men’s creative director, Virgil Abloh. Set on the same Ludlow & Rivington street corner that was re-imagined for his Paris Fashion Week Fall 2019 show, the entire temporary store was painted in an eye-catching neon green—complete with a matching bicycle, garbage bags, and a mailbox for extra city grit. Abloh even took to his Instagram encouraging fans to meme the side of the store as a green screen.
Photo: Courtesy of Louis Vuitton
Louis Vuitton
Produced by an in-house team, the pop-up, which ran from July 12 to 21 following a V.I.P. client pre-shop day, fans and shoppers could partake in the shop via a traditional 'drop' formula: get in line, leave a name, come back to wait your turn. Once inside, the neon green mania continued, powder-coated on everything from a living room vignette complete with live plants and special 8-bit video game playable on a, you guessed it, neon green TV set. As the design would have it, neon also played a major design component to its massive Louis Vuitton X retrospective exhibit that opened almost concurrently on Rodeo Drive in Beverly Hills.
Produced by an in-house team, the pop-up, which ran from July 12 to 21 following a V.I.P. client pre-shop day, fans and shoppers could partake in the shop via a traditional “drop” formula: get in line, leave a name, come back to wait your turn. Once inside, the neon green mania continued, powder-coated on everything from a living room vignette complete with live plants and special 8-bit video game playable on a, you guessed it, neon green TV set. As the design would have it, neon also played a major design component to its massive Louis Vuitton X retrospective exhibit that opened almost concurrently on Rodeo Drive in Beverly Hills.
Photo: Courtesy of Louis Vuitton
Gucci
Absent in the Hamptons since 2006, when it opened a temporary shop in East Hampton, Gucci returned to the East End last month when it debuted a decidedly eccentric pop-up in Montauk in partnership with Melet Mercantile that ran from July 3 to 28. An eclectic display of lounge chairs and a custom blue-and-white fabric awning were the only conspicuous indicators that one had arrived at the pop-up space.
Absent in the Hamptons since 2006, when it opened a temporary shop in East Hampton, Gucci returned to the East End last month when it debuted a decidedly eccentric pop-up in Montauk in partnership with Melet Mercantile that ran from July 3 to 28. An eclectic display of lounge chairs and a custom blue-and-white fabric awning were the only conspicuous indicators that one had arrived at the pop-up space.
Photo: Pablo Enriquez
Gucci
A small 'Gucci x Melet Mercantile' sign adorned the outside of the vintage goods outpost, fashioned in a printed fabric developed exclusively for the pop-up. As part of its three-week stay, Gucci only used local Montauk businesses to offer summer treats, as well as contributed to organizations such as A Walk On Water, Concerned Citizens of Montauk and the Montauk Playhouse Community Center Foundation.
A small “Gucci x Melet Mercantile” sign adorned the outside of the vintage goods outpost, fashioned in a printed fabric developed exclusively for the pop-up. As part of its three-week stay, Gucci only used local Montauk businesses to offer summer treats, as well as contributed to organizations such as A Walk On Water, Concerned Citizens of Montauk and the Montauk Playhouse Community Center Foundation.
Photo: Pablo Enriquez
Gucci
Gucci's visual merchandising team collaborated with Bob Melet to transform what is essentially an oversized garage space into a cool, shoppable environment. The space featured a selection of Gucci merchandise with a focus on the Towards Summer collection, mixed in with an array of bespoke oddities including art prints, vinyl records, and books.
Gucci’s visual merchandising team collaborated with Bob Melet to transform what is essentially an oversized garage space into a cool, shoppable environment. The space featured a selection of Gucci merchandise with a focus on the Towards Summer collection, mixed in with an array of bespoke oddities including art prints, vinyl records, and books.
Photo: Pablo Enriquez

Source: BizBash