![]() It’s a lot of the brand’s marketing budget. I don’t want to blow the brand’s marketing budget. I could have outsourced it, but I do everything strategically because I want to do pop-ups throughout the year. I keep things tight and put all my resources and energy into it. Just seeing kids in the street is marketing. I don’t want to blow the whole marketing budget. “I think we spend very strategically with a very small, tight team,” BenDavid said. The show is there for consumers to enjoy while it lasts. What are the economics of the new pop-up shop? Are they being used as a strategy, to test a neighborhood before signing a lease? Not in Sprayground’s case. I wanted to show experiences and really tell a story and also show our partners that we will go above and beyond to promote this and bring the story to life.” One of the most beloved board games is coming into collaboration with Sprayground - the world’s most rebellious, artistically innovative fashion brand, known for its unique and vibrant accessories and backpacks. And the one after that, I put in a real boxing rink and had real sanctioned boxing fights on one of the nights, because I did a collaboration with the Estate of Mohammed Ali. ![]() In the T-rex rib cage are popular teddy bear backpacks I made,” he said.īefore the pandemic, like the one I did with the latest pop-up, were these massive sculptures that I did on the corner of 47th and Seventh. “This time, because I was able to get a location on 42nd Street in the theater district, the story there is that it’s in Times Square so I did a time-travel theme. There were copies of old master paintings for its collaboration with Jeff Koons, who affixed large gold and silver metallic letters on the handbags with the name of each artist represented on the bag. Louis Vuitton in 2017 famously launched a pop-up shop that reimagined the iconic works of old masters such as Leonardo da Vinci and Vincent Van Gogh. The new art was this fresh, sleek, modern contemporary display. That part of the pop-up represented the old art and then you walked through this corridor and it’s the new art. “Like legit, I bought all these replicas of art works, and it was massive. The 5,000-square-foot space “looked like I had robbed the Metropolitan Museum of Art,” BenDavid said. “The beauty of this is that the product is limited edition and it's hard to find, so when they get it they're like, ‘I got it, now and I'm going to wear it.’”Ī previous Sprayground pop-up was set up like an art gallery. “Those kids waiting in line in an alleyway for that product drop, 99% of them are not keeping it for themselves, they’re just reselling it,” BenDavid said. People go schlep out of their way to go here and go there.” Some people say ‘Oh it’s not cool being where the people are,’” BenDavid said. The old pop-up theory of ‘Oh, come find us,’ is okay, but there’s nothing wrong with being with the people. There’s literally 300 different bags on the wall and each one is different than the next.” Earlier, there was a very long line because there were new limited editions. “There still is something about that, but I shifted gears to where the hunt is in the store because everything I make is limited edition and never produced again. The thrill of the hunt isn’t gone from the new pop-up shops, it’s simply moved, inside, BenDavid said. ![]() One of the largest T-Rex sculptures, according to Sprayground.
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