this is already in Vancouver downtown...
'Fresh' approach to retailing
'Pop-up store' selling out of trailer unit in Churchill Square
Ron Chalmers
The Edmonton Journal
Wednesday, September 19, 2007
EDMONTON - It's a fresh look for Sir Winston Churchill Square -- Joe Fresh!
The "pop-up store" will offer Joe Fresh Style garments for pre-schoolers and back-to-schoolers, age two to 10, in a tractor-trailer unit on the east side of the square, through Saturday.
Joe Mimram, creative director of Joe Fresh Style, will be there, selling the Loblaw house brand that also is carried by Real Canadian Superstores.
This commercial use of Sir Winston Churchill Square -- rent free -- is unusual, Michele Finn, festival liaison in the city's community services department, said Tuesday. The square more often is filled with summer festivals and independent vendors.
But the Joe Fresh booking serves the purpose of that public place, Finn said. "We want to animate the square, day and night, summer and winter," she explained. "We want it open and active and programmed with something to see and do."
Joe Fresh's application was reviewed by the department's operations committee, she said. "We want more activities and we think this will be a great one."
Is the square open to every retailer? That question has never arisen, Finn said."We don't have anyone beating down the doors to have a store there."
Pop-up stores are a recent fad in the United States and western Europe where they pop up in surprising locations, then disappear after a few hours, days or weeks.
Target has operated a pop-up store on a barge on the Hudson river. The London Fashion Bus tours that city, selling at several locations. Oceanic sells cosmetics from the back of a minivan on Brazilian university campuses.
Joe Fresh Style claims that its 18-wheeler is Canada's first on-the-road fashion pop-up store. It already has visited Toronto and Winnipeg. After Edmonton, it's on to Calgary and Vancouver.
http://www.canada.com/edmontonjourna...3-d36e8daa74a9