For brands who are wanting to connect with young consumers outside their typical shopping or media experiences, pop-ups have become a popular go-to. Pop-up stores and events are a top way not only for brands to engage with consumers IRL, but also to tap into their love for experiences. Last year in Western Europe we saw Gymshark opening a pop-up barbershop in the heart of London with a special focus on mental health. Meanwhile, to promote the return of Stranger Things, Netflix organized a giant scavenger hunt across London, and opened a fully immersive pop-up store on the Champs-Élysées in Paris. This year, these three brands have successfully managed to catch the attention of European Gen Z and Millennials through pop-ups: ALDI’s Rosé Billboard in Manchester YPulse has long told you about young Europeans’ love story with the discount store Aldi. The brand’s seasonal loungewear clothing line had Gen Z and Millennials buzz on social media—and sold out instantly. Aldi continued to fuel the “Aldimania” with perhaps the most...
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