The German jewelry brand Thomas Sabo has launched a new pop-up store concept. The pop-up stores surprise with a completely new look in sometimes unexpected locations. Company founder Thomas Sabo: “With the new approach to the Charm Club, we are specifically targeting the young audience and customers of tomorrow and are implementing this with a completely new POS concept and various campaigns for our community.”
The internationally designed concept was implemented in Germany in Hamburg in the Alstertal shopping center and in Munich in the Pasing Arcaden. Another pup-up is scheduled to follow in October in the Shoppi Tivoli shopping center in Zurich. Temporary stores in Spain – on the Costa Brava, Ibiza and Barcelona – have already been implemented. More are to follow, for example pop-up stores nationwide lasting several weeks in the El Corte Ingles department store. To further internationalize, trade fair appearances have also been taking place in Great Britain since September.
The furniture concept stages the world of the Thomas Sabo Charm Club to match the collection campaign. It has a modular design and can be used in a variety of areas from 18 square meters. The Charm Club was founded in April 2023 as a community concept. In addition to showcasing the latest charm designs, the pop-up stores are intended to promote the brand experience through competitions and other activations and marketing campaigns.