By Melissa Donovan
Part 2 of 2
As the variety of short-term media solutions expands and digital print hardware advances, more opportunities are presented to print service providers (PSPs) and their customers. Those digital print shops specializing in point of purchase (POP) displays constantly search for new media, printers, and finishing hardware that assist in unique, impactful marketing.
Pop up shops are one such opportunity. This two-part series profiles two PSPs who regularly produce short-term work found in these temporary shopping sites. In the first article KDM P.O.P. Solutions Group, located in Cincinnati, OH, shared its experiences in the pop up realm, highlighting its range of hardware devices and how they assist in the creation of short-term, high-quality work.
Here, we profile Primary Color and focus on the benefits of its modular tension displays, which are ideal for pop up shop scenarios.
With locations worldwide, including Costa Mesa and El Segundo, CA and Shanghai, China, Primary Color is strategically positioned to service a number of customers in the retail, entertainment, automotive, trade show, restaurant, and event industries. Between the four facilities, 309 employees provide pre-media, photography, retouching, print and finishing, design and fabrication, store profiling, installation, Web to print storefronts, and fulfillment and distribution.
It’s the PSP’s position as North American manufacturer and distributor for the modular tension fabric display system, Triga, which presents an ideal solution for pop up shop jobs. Large, seamless fabric graphics are printed in a variety of dimensions and displayed in countless ways with the Triga system. When configured, the hardware and media together can resemble an enclosed retail-like environment without adhering graphics to walls.
“This display system is great because it is portable, easy to setup, and allows for great branding opportunities. We have attracted new ecommerce type clients that do not have a brick-and-mortar presence but want to create more buzz and personal interaction with the customers by opening a pop up shop. We see requests from current customers that want to test out new markets or be at the right place at the right time,” shares Jeff Peterson, director of marketing, Primary Color.
In either case, a customary pop up job entails a pre-site inspection prior to the creation of the graphics and display. This allows the Primary Color team to understand the space and note any restrictions. Often the requests include large freestanding fabric walls that may have shelving units integrated into them to display products. Sometimes there are counters included as well.
Highly customized orders vary. These requests, according to Dan Hirt, president, Primary Color, involve more research and development, design and fabrication, and several different print processes. In these cases, the pop up shop isn’t up for a one or two day event, but a few months. All of the graphics and fabrication are produced in house at the company’s Costa Mesa, CA facility.
A Quick Example
One pop up shop project by Primary Color involved work for cosmetic brand Urban Decay, who requested a digital presentation and a pop up shop from the PSP. The plan was for two events to take place in a Paris, France hotel—a digital presentation in the lobby and a workshop in a conference room that would also hold the pop up shop. The vision was for the digital presentation to capture the hundreds of retailers in the lobby and compel them to visit the pop up shop in the conference room.
Part of the challenge was transforming the conference room from a hotel setting into an Urban Decay branded retail area in 30 minutes. Various brands were presenting at the event and each received an allotted amount of time to set up, showcase products, and then take down the displays in the one conference room.
To meet the demand for such a short turnaround time, Primary Color decided to use 20×10-foot graphic walls, which would cover the existing décor in the room. These walls were crafted out of the Triga display system, allowing for quick install and removal without compromising the hotel’s architecture and décor. In addition, custom printed curtains were hung and Urban Decay light sconces were incorporated.
Primary Color worked closely with Urban Decay’s team to configure the room and it sent an installation team to Paris to handle all of the set up and take down.
Pop Up Phenomena
Primary Color leverages its experience in the POP display market by offering unique, cost-effective hardware for temporary work in pop up shops. In response, they’ve attracted new clients who are interested in a short-term brick-and-mortar presence. Additionally, existing customers are seeing the effect of pop up shops and request these types of campaigns in addition to their current marketing plans. In either case, Primary Color is present in the pop up phenomena.
Feb2014, Digital Output DOPOP1401