A company that arranges short-term retail space will soon be popping up kiosks in the giant CrossIron Mills in north Calgary.
Pop-up Go has partnered with Ivanhoé Cambridge, which operates the 1.1-million-square-foot CrossIron Mills as well as the similar Tsawwassen Mills in Metro Vancouver and the Ontario-based Vaughan Mills retail centre. All of the Mills facilities will have the Pop-up Go kiosks.
The pop-up trend may have legs, according to a study from the International Council of Shopping Centers, which recommends that shopping malls focus on “creating engaging experiences for consumers that combine shopping and entertainment and other services/activities.”
Linda Farha, founder of Pop-up Go, noted, “It’s crucial for brands to innovate and create the experiential shopping experiences that the modern consumer not only wants, but now expects. Ivanhoé Cambridge understands this, and we look forward to working with such a forward-thinking company to bring unique shopping experiences to their Mills centres.”
“Our portfolio of Mills shopping centres are true destinations. Whether it’s for the variety of food and entertainment options on-site or the breadth of regular retail and outlet shopping, Mills shoppers not only stay longer and spend more but they also expect more of their visit,” said Janine St.Pierre, director, business development, retail, at Montreal-based Ivanhoé Cambridge.
The pop-up initiative will feature a rotation of short-term retail tenants that are expected to drive foot traffic, create a buzz within the mall and offer customers a chance to interact with brands beyond point of sale, according to Farha. The pop-up sites can be in place for a few days or a few months