Desigual launches flexible Pop-up merchandising concept in Orlando

Convencion multimarca PV2015Spanish fashion brand Desigual is launching a pioneering pop-up concept in women’s fashion in travel retail. The light-weight, wooden, modular structure, called ‘The HappyBox’, can create a selling solution that allows retailers and airports to bring Desigual’s vibrant retail experience to previously unavailable locations.

The HappyBox features an ‘easy close & open’ lockable system.

Available in two formats, Standard with 24sqm selling space and Premium with 45sqm selling space, the concept is easy to transport, easy to set-up and easy to operate. It offers built-in fitting rooms, electricity and lighting, fireproofing and waterproofing.

In the Standard format, the structure provides capacity for 90 SKUs and 246 units. The Premium format holds 138 SKUs and 432 units of Desigual’s distinctive fashion, apparel, leather and accessories ranges.

Marco Gadola, Head of Travel Retail at Desigual, comments: “Individuality and innovation is part of Desigual’s DNA. We are an atypical brand. The HappyBox creates a perfect popup solution and is something completely new for the fashion category in travel retail.

“Desigual is bringing an economical, flexible, reusable and productive selling solution that helps underpin the travel retail industry’s constant challenge to provide something new, trendy and surprising for flyers. We look forward to rolling out The HappyBox in travel retail over the coming months,” he adds.

Desigual will be showcasing The HappyBox at the IAADFS show in Orlando, March 22-25 2015, at Atrium A.