News
Bryant Park Pop-Up
September 9, 2009
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| Like pop-up stores, Bisnow articles on pop-ups come in bunches. If you went shopping at Bryant Park last holiday season, you may remember the temporary stores set up throughout. We spoke to Upsilon Ventures’ Sar Inbar, who tells us that despite the tough economy, his firm has received overwhelming interest in setting up a spot, which can only hold 160 this year. He and the Bryant Park Corporation are currently in the application process and will be selecting the lucky few this month. |
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| Pop-up shops are a solution for many retailers he says, and the response he’s received demonstrates a “show must go on” attitude, even as many of them have a harder time making long-term decisions. Even though vendors are struggling in this economy, this business model allows them to minimize risk and maximize reward by limiting their exposure to a short-term lease in a premiere Midtown location surrounded by a winter attraction, he says. |
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| Historically a tented event, Upsilon introduced the temporary (yet with a permanent structure feel) aluminum and plexi-glass structures for the first time three years ago, phasing them in to 100% last year, giving the retailers even more traction and a store-like feel—and Bryant Park cha-chinged $8M in sales. This year, they will open nearly a month earlier, November 6, and market and cross-promote with The Pond, NYC’s only admission-free ice-skating rink. |
