Retail Pop-up Design: Go with the Flow

It is important to keep in mind that people will visit your pop-up. A strategy for managing traffic flow should be a key element of a good retail popup design.

First, define the purpose of the popup ( always!). Next, identify the physical footprint and/or geographic location. Once you know the "where", you can start to plan the layout and traffic strategy that will maximize the experience.

It can be difficult to figure out how to move guests around the space without creating clutter. These are some guidelines:

They will follow you.

A wayfinding strategy should be included in your retail pop-up design. Good direction is important. More important is to give these directions in an efficient manner. CLICK TO TWEET

Your guests won't be able to navigate the space and will not know where to go. Use signage, graphics, images, colors and textures to show your guests where to go and how to get there.

Signs may be useful for simple setups but a more complex layout will require more explanation. These spots can be best explained by a person.

Follow the instructions.

A successful interactive pop up is one that is based on the objective. The script, which is the detailed plot of the entire event, is the most important part of any interactive pop-up. It comes before any physical design.

You need clear goals when you are scripting. These include how many people you want in your space at any given time, how long they will stay, what messages to send and what actions to encourage. It is important to control dwell time. Create an environment that encourages wandering. You can also create an environment that allows visitors to move quickly from one point to the next.

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You can control the crowds.

These are the places where people spend the most time. These areas are called "destination points". You should treat them like such and develop solid crowd management strategies and tools.

Another high-traffic area is the entrance. The strategy of your retail pop-up should be entertaining as well as directing visitors to the location when they are lining up. A compelling storyline and delivery system should be included to complement the pop-up experience. This will prevent people from wandering off or getting bored.

To engage your visitors and prepare them for your pop up, consider a video, brand characters and mascots, refreshments, street entertainers and a DJ.