Most companies associate experiential agency RADAR with helping luxury brands create amazing spaces at global trade shows. However, following ongoing client feedback concerning the rising costs and increased lack of flexibility associated with many trade shows, the group has used 2018 to launch its sister company RADAR Pop-Up, a company dedicated to providing clients with extraordinary bespoke, pop-up experiences around the world.
Founder Nick Marks describes the transition as one that is ‘best suited to the current market climate’. ‘As our high streets continue to look for ways to adapt,’ he continues, ‘we are seeing landlords becoming more flexible and all this is happening at a time when brands also seem to be becoming increasingly frustrated by the traditional trade show experience. For example, this year, for the first time, The Crown Estate allowed us to utilise some of their spaces and it worked perfectly for all the parties involved. An otherwise empty shop in the heart of London became a marketing showcase for an incredible brand and a wonderful visitor experience. You can’t compare this to lugging a large team to a three-day trade show in an awkward and costly location, especially when the pop-up costs less and gives more!’
The project referred to is the much-revered Last Drop Distillers pop-up atelier, which opened this summer in Piccadilly Arcade.
Set over two floors within a 500 square foot space in the famous Edwardian arcade, the pop-up provided an invite-only client experience that included learning about the brand’s history, meeting the people behind it and, of course, plenty of tasting.
With an average of 12 visitors attending two sessions per day and press events in-between, The Last Drop ended its six week residency with hundreds of wonderfully personal client experiences and an unprecedented level of glowing press coverage.
Rebecca Jago, Managing Director at The Last Drop, described the experience as ‘the perfect atelier’ and ‘a phenomenal success for the Last Drop’ and credits RADAR’s vision and management as being central to its success. The Last Drop is already looking to return with something even more incredible in the near future and RADAR Pop-Up continues to roll our flagship projects across the capital for major brands.
2019 will be an exciting year for RADAR Pop-up, as it launches its first dedicated ‘all-in-one’ pop-up spaces across London’s West End in partnership with a leading estate.
As well as being able to offer clients even more exclusive spaces, this new addition will also make arranging pop-ups faster, easier and more cost-effective while additionally improving the environmental credentials of projects, due to reduced logistics and single-use materials required.
From its studio in London’s Kensal Rise, RADAR offers a genuinely in-house, full service solution including design, production and management. Its multi-disciplinary design team has over 25 years’ experience of working specifically with temporary spaces, with skilled production and installation teams made up of master craftspeople with the attention to detail that high-level retail demands.
RADAR POP-UP 1 RUTLAND STUDIOS, SCRUBS LANE, LONDON, NW10 6RE
0203 735 9911