60daysofspace was the first pop up shop in the Netherlands. Can you imagine?
Let me take you back to the year 2005… when my internship at Blend magazine turned out to be great adventure leading up to the first pop up store of the Netherlands.
Blend was a renowned Dutch lifestyle magazine for a decade, but when Blend magazine started back in 2005 as an independent publisher, they were heavily in need of a fitting marketing tool to launch its magazine to an (inter)national high demanding audience. But there was a bit of a problem; there was no cash…
Concept
We decided to make the Blend atmosphere tangible. Everything you read about in the magazine, was translated in a physical surrounding and the other way around. A selection of fashion, people, music, media and art came together in 60daysofspace; temporary spaces that popped up in Rotterdam, Den Haag, Arnhem, Groningen and finally Amsterdam. At the time we developed the concept, there already were a few very successful examples of the guerilla store concept (Comme de Garcons and Vacant), but none alike in the Netherlands.
Besides creating space for new designers, we managed to include the participation of some very recognizable fast moving consumer brands like Sony Playstation and Bacardi Rum. The big brands ‘advertised’ in the shop, which allowed young designers to show and sell their independent collections. The decoration of the shop tied in with local artists and maintained a raw, edgy feel.
Result
~ €700.000+ free publicity and (inter)national fame
~ Blend saw its brand awareness and sales significantly grow to become the Dutch opinion-leading magazine
~ nominated for the SponsorRingen and Mercurs Awards
"For the magazine which established itself last year, this is a brilliant way of introducing itself and its values, to a whole new readership. A great piece of marketing.” ~ Shift Magazine Japan, 2005.
Role
Concept, Collection Development, Contact & Contracts with designers/brands, Sponsor visibility concepts, Project Management ~ and everything in between while at Blend Magazine
Client
Blend Magazine
Partner
Containr Affairs