Worth Retail launched a 3-day pop-up shop in Boxpark, Shoreditch to celebrate the release of the Pet Shop Boy’s highly anticipated new album, SUPER. The Pet Shop Boys, enjoying their 3rd decade on the global music scene with 44 UK Top 40 singles, tasked Worth Retail with creating and delivering a unique way of marketing their new album. Our answer was the result of cutting-edge thinking – the SUPER store was the band’s first ever pop-up shop and only the second of its kind in the UK. Over 3 days thousands of fans got involved, 1,104 pieces of signed and limited edition merchandise were purchased and SUPER blasted straight to No.1 in the Billboard’s Dance Album charts.
Given the extent of the Pet Shop Boys’ appeal, we needed to secure a space which was exciting, provided enough footfall, capacity and excellent transport. With its reputation as London's pop-up village and central location, Boxpark in London's Shoreditch, ticked all the boxes. After the location was decided, the next step was securing the desired unit and so extensive negotiations began. Due to Worth’s experience and standing in the market, we were able to acquire the unit well below market rate.
Our in-house operations team recruited a team of 10 beauty specialists led by an experienced store manager who we headhunted from the beauty brand Benefit. We managed the day-to-day running of the store, developed price promotions and ensured the timely movement of stock from L’Oreal’s central depot to Bluewater.
Using the brief as the reference document, the design journey began. Worth carried out the surveying, modelling and mocking-up of the space and later created a 3D environment of the unit. As part of the design development, we also worked with Farrow, the Pet Shop Boys’ graphic designers, throughout to adjust mock-ups and make certain that the design directly fulfilled the desires of the band.
Having now fully understood the scale and requirements of the project, Worth were able to source and appoint key staffing members. Given our close working links with leading experiential staffing agencies, this process was carried out in-house, making certain that we secured the best possible staff. We also carried out extensive training sessions to guarantee that all team members were suitably prepared.
Carefully inbuilt to the design was the ability to display products, manage stock and prevent loss. The product categories were carefully considered to ensure that they were both in line with the pop duo’s brand and at the same time would actually sell. Worth worked together with the Pet Shop Boys to ensure that the price points rendered the pop-up financially viable and provided enough margin to cover the cost of the build.
Having established the infrastructure and received approval for the design, we produced an accurate 3D environment and 2D construction drawings for the builders. Detailed and accurate planning was put in place from the early stages, leading to the build being successfully completed in less than 2 days. We also oversaw the resourcing and management of all trades people, ensuring that we secured the best possible team and delivered results that matched the high expectations of the band.
The launch night for the band and the press was arranged and coordinated between Kobalt and Worth Retail based on the Pet Shop Boys’ guest list and requirements. With the hashtag #SUPERstore displayed across the front of the store and customers being encouraged to share photos via social media channels, the pop-up gained further recognition as an innovative and exciting experience both in the UK and globally.
The album broke all previous sales records and debuted at No.1 in the Billboard Dance Album charts. The feedback from the store was incredibly positive from both the Pet Shop Boys and the customers. Across 3 days, we brought the pop-up to thousands of fans, generated an average of 8 sales per minute and during peak times facilitated the sale of more than 1,104 items.