A new meaning for the phrase, ‘destination branding’
Pop-up retail is nothing new but Planeshop is turning the idea on its head. They’re opening a permanent store in Glasgow Airport which will then periodically be taken over by a different brand.
The brainchild of the founder of Vacant, which was probably the first ever pop-up store, Planeshop is billed as ‘a permanent shop with a flexible retailing concept’. Brands will take over the store for a limited time, and will be able to change the shop’s exterior graphics to match their identity. Currently, people are invited to vote for the brands they’d most like to see in the space.
No word yet on how long each brand will stay in place, but once that time is up, another brand will move in and take over, ensuring that there’s always something new to see in the store. Also available at Planeshop will be Planemix, a downloadable selection of global digital music tracks that rotate each month, and ‘Foodflight’, a selection of tapas and sangria for takeout or in-store dining.
Planeshop’s flexible retail concept is patent-pending, the company says, and it seems safe to assume that brands are currently lining up for a spot in the store’s rotating roster.
