It all started in 2004 as a not-so-small, not-so-subdued affair when IMG (the company that produces New York Fashion Week) staged swimwear runway shows at Miami Beach’s Raleigh Hotel. With the shows came parties, and after parties, and sponsors, and the corps d’elite, the see-and-be-seen crowd. And it certainly was a scene; one that only grew with time.

Photo Credit: Departures 

Today, it is known as Miami Swim Week. The 2018 event ran from July 12-17. During that period, three swimwear industry trade shows – SwimShow, Hammock, and Cabana – showcased the latest beachwear collections to interested companies and buyers. The week also featured a series of fashion shows highlighting swimwear that, most of which, would likely be ruined if it actually went anywhere near a pool. In addition to the fashion shows, there was a continuous series of brunches, cocktail hours, parties, and, probably, some business occurring somewhere.

Perhaps the biggest showstopper, however, was something new to this year’s event. Coterie, the semiannual (or, maybe, it’s triannual now due to the pre-COTERIE event that just launched this year) New York-based fashion show, put together a retail pop up that perfectly encapsulated the flash and excess of Miami Swim Week.

“This pop-up shop is the perfect way for us to extend the Coterie brand into Miami Swim Week while servicing the brands and partners who participate in our flagship B2B Coterie shows,” Danielle Licata, Vice President and Fashion Director of Coterie, was quoted in a press release.  “There is tremendous excitement and momentum behind this new initiative. We look forward to hosting all of our brands – and the public – at this interactive and visually stunning experience, all week.”

To start, the Coterie: Pop-Up was held on all three floors of the Faena Bazaar. What the Faena Bazaar exactly is can be quite difficult to quantify. Its website sums it up best. “Faena Bazaar is a deconstruction of the traditional shopping center into a platform that promotes transcultural conversations and redefines the shopping experience.” Also, the deconstructed shopping platform doesn’t officially open until December. So, for many in attendance, the Coterie: Pop-Up was an early chance to witness the space’s promotion of transcultural conversations for themselves.

Photo Credit: UBM Fashion

“This fully immersive and experimental activation will bring the Bazaar to life and hint of what’s to come when we have the grand opening of the Bazaar in December of this year,” LeeAnn Sauter, Founder and Chief Executive Officer of Maris Collective was quoted as saying. “We are thrilled to partner with (Coterie’s parent company) UBM for a unique summer activation complementing Miami Swim Week.”

Whatever the Faena Bazaar winds up being when its doors are formally thrown wide, the Coterie: Pop-Up was undoubtedly a grand introduction for the space: part retail opportunity, part art expo, and part Instagrammer’s fever dream.

Every area of the Coterie: Pop-Up was brightly and interestingly decorated. Designs featured elaborate art pieces, infinity mirrors, and, of course, fashionable clothing and accessories. There was even a Gianni Versace archives area dedicated to the designer’s vintage offerings. Throughout the pop up, people browsing could enhance their experience further by using augmented reality to learn more about the products and brands.

Which was extremely helpful since everything in the pop up was available for purchase. There were more than 30 brands from around the world spread throughout the three-story installation. The retailers were thoughtfully curated to appeal not only to the haute couture crowd but also to the Miami location.

“We have several one-of-a-kind Versace swimsuits and silk shirts that are perfect for the Miami weather,” Licata said. She also pointed out how some products from specific designers, such as the hats designed by Gladys Tamez, are ideal for the locale. “They make the perfect wide brim hats to keep you covered from the Miami sun.”

A sampling of the retailers that were on display included St.DOM, Chromat, Adriana Degreas, Poupette St Barth, Place Nationale, Carolina K, Jacquie Aiche, Camilla, and LoveShackFancy. With such a wide variety, even the most fashion literate among the crowd was likely at a loss to identify each one, which is where the addition of augmented reality was a particularly beneficial inclusion.

Other options available at the eight-day pop up included a juice bar, a teepee available as a silent space for meditation, and the ability to get your hair styled at IGK Hair.

Photo Credit: Accessories Magazine

Overlapping the official start and finish of Miami Swim Week by one day, The Coterie: Pop-Up is an ideal example of how a temporary concept can integrate with an existing event and even top it in many respects. Coterie: Pop-Up was loud and brash in a way that was ideally suited to Miami Swim Week (and Miami, in general). Fun, flashy, expensive: the activation knew its crowd and appealed to them while adding to the overall feel of the event.

Coterie did a similar activation at the pre-COTERIE event, tailored to the New York fashion crowd. Neither event could simply be picked up and swapped with the other, but the spirit of the pop ups translates perfectly.

That’s the power of a temporary activation: the bigger, the bolder, the better. Experimentation is at the heart of the best pop ups, which means people expect to be wowed. They want to experience something memorable that they can post on social media and share with the world. It also encourages purchasing because who wouldn’t want some memorabilia from such an extraordinary event (like, say, a $46,500 Kai Linz diamond necklace).

You can be sure that brands were thrilled to be a part of the Coterie: Pop-Up. Not only was it a great way to be a part of Miami Swim Week, it was a unique opportunity to differentiate themselves from the neighboring competition (while also getting a detailed glance at what they had to offer): collaborative competition.

Pop ups have an essential role to play in the future of retail. They are an ideal approach for brands to experiment with ways to get consumers excited about their products and services. Wondering how you can utilize the power of the pop up? We’re here to help. For some pop up inspiration and concepts, give The Trade Group a call at 800-343-2005.

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