Two leading brands have chosen the popup-store concept to extend themselves, with decidedly different flavors. Axe is taking over a Hamptons, NY nightclub; its brand will be splashed liberally over the premises, with Axe products on sale in the restrooms. The extension is nothing if not logical. Michael Heller, a marketer quoted in the New York Times, observed, “Axe is all about the mating game, and the best place for a mating game is at a nightclub.” According to the Times, Axe is paying a promotion fee and is not participating in the revenues from the club. More here.
Those looking for a more, um, wholesome brand extension need look no further than Martha Stewart’s Popup Wedding Chapel. The last week of June, brides in New York City can get hitched cost-effectively at a Martha-Stewart-branded venue. “For $500, couples will get a gorgeous chapel and ceremony with champagne toast,” says the promotion. More here.