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Chanel Hamptons
Photo Credit: Chanel

Luxury Brands in Luxury Destinations, The Richest Pop-ups of the Summer

This summer, luxury brands invested in the power of physical retail, targeting what may be their most valuable consumer group: affluent consumers who have the ability to visit luxury vacation destinations. Brands like Chanel and Dior hosted summer pop-ups, exciting and reengaging their existing brand loyalists, and likely gaining traction with new targeted consumer groups. Read on for an inspiration reel as we feature a few outstanding concepts.

Chanel Takes Summer Holiday in the Hamptons

Chanel kicked off the summer with the launch of their Hamptons-based pop-up, hosted in a coastal home that effortlessly captures the sought-after rich and relaxing vibe of the town. Open through Labor Day, it is only the fifth ephemeral boutique the brand has opened in the US in the last 10 years, and the only one open this summer. The building was erected in 1897 and is now a landmarked site, further elevating the already exclusive feel of the pop-up.

Chanel products

Photo Credit: Chanel

Chanel’s global image department purposefully designed the boutique. Spanning two floors, the space features bags, watches & jewelry, accessories, as well as product from the Coco Beach 2022 and Métiers d’Arts 2022-23 collections. The second floor of the boutique is reserved for private appointments only. The garden outside is being used throughout the summer for entertaining – Gracie Abrams performed at a dinner party the brand hosted.

Chanel dinner party

Photo Credit: Vogue

Chanel is betting on the success of this location, investing well in the site’s staffing. About 15 employees with strong brand education were flown to the Hamptons from across the US to support a successful opening.

Chanel garden

Photo Credit: WWD

Chanel representatives stated in an interview that they expect their devotees and loyal clients, as well as new clients who are spending more time in the Hamptons to visit; they like to go where they know their client is, and to be there in an unexpected way. This Hamptons location was specifically chosen because the population in the Hamptons has grown, and the brand identified a pop-up boutique as a way to bring a unique expression of Chanel to their clients there.

Dior Gives Gurney’s Montauk Resort & Seawater Spa a Makeover

Dior Montauk Resort

Photo Credit: Dior

Dior opened its first US-based pop-up this summer, showcasing their French Riviera-inspired Dioriviera collection at Gurney’s Montauk Resort & Seawater Spa. Open through September 5th, the brand has inundated various spaces at the resort with its luxe touch.

Dioriviera capsule collection

Photo Credit: Dior

The Dior shop at the Resort features two rooms – one blue, and one orange – featuring new designs from Maria Grazia Chiuri’s Dioriviera capsule collection. The Resort’s outdoor patio has been transformed into an oasis with a Mediterranean feel. Lounge chairs, umbrellas, and animal sculptures are all Dior branded. Dior also invested in a pop-up bar which features small bites and Dior-inspired cocktails made with LVMH wines and spirits.

Dior Seawater Spa

Photo Credit: Dior

The Resort’s Seawater Spa has been converted into a Dior skincare destination where guests can experience the most luxurious of Dior’s skincare products during their spa services.

Dior Seawater Spa

Photo Credit: Dior

Are Popups in your Brand’s Future?

Online retail sales growth has begun moderating to pre-pandemic levels, causing a shift of focus toward engaging consumers in physical spaces. Pop-ups can be a great way to test new markets without the larger, longer-term investment that comes with the commitment of opening a traditional store. Chanel and Dior sought to make their summer pop-ups accessible to an elite consumer that has the means to travel to a luxury vacation destination. These strategically located pop-ups can help foster a connected network of target consumers and their exclusivity can subsequently create a fear of missing out.

Deciding whether a pop-up strategy may be right for your brand?  Reach out to us for a complimentary consultation. Stay tuned as our team continues to share retail insights on our blog, and check out our Instagram feed and stories for inspiring content at the intersection of digital and physical retail.

Ava Buechel

Ava provides market and consumer research, planning, and analysis support for McMillanDoolittle retail consulting projects. Her experience in marketing, digital transformation, brand strategy, and retail innovation brings an updated perspective in the fast-paced business climate of today.

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