VISUAL MERCHANDISING
As for the chosen location, it is next
to the lobby and that could change for
other pop-ups.
“We've done two pop-ups of this
kind to date and both just so happened
to take place in the same spot. Not sure
what the future will hold in terms of
pop-up locations.”
In fact, as of now, she has no firm plans
for a similar ephemeral boutique, even
if the scheme is quite cost-effective—
the expenses are minimal and are
absorbed through both the operations
and marketing budgets. She still has
something in mind to draw shoppers’
attention later in the year.
“We do not have plans for either [a
fall fashion season pop-up or one for
the holidays] at this time. Next up for
us: Summer School, a one-day event
in association with the Toronto Star's
The Kit [blog] coming June 2018. Think:
food, fashion, beauty, comedy, gossip,
and, of course, swag!”
But first things first: the current
pop-up. Once shoppers are done
scouring it for their new must-haves,
the remaining merchandise will be
returned to the shops.
This new spring/summer
magazine is the fruit of Evans-
Lee's Florida escapade.
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