Pop-Up Stores Campaigns
In 2020 Serdika Center took an alternative approach to provide innovative shopping opportunities for the customers with their conceptual pop-up stores, which are the first such entities to appear on the territory of any shopping center in the country. This is also the very first pop-up store concept in the NEPI Rockcastle portfolio. The idea behind this initiative is not only to increase the attendance in the shopping center, but also to support the local producers, brands, and their causes in times of financial and social crisis.
Considering the timing of the campaign and the ongoing pandemic situation, together with its concomitant obstacles, the task of popularizing the pop-up concept was rather challenging to accomplish.
However, we managed to achieve significant results, using different traditional tools of communication such as media partnerships, press releases and some other trendier methods like digital-first approach, PR deliveries and collaborations with influencers.