The Success Story of Atelier Pfister with Temporary Spaces

POP UP SHOPS in conversation with Pfister about their brand Atelier Pfister and using temporary spaces

POP UP SHOPS in conversation with Pfister about their brand Atelier Pfister and using temporary spaces
Atelier Pfister Pop-Up Store / https://newsroom.pfister.ch/de/pfister-eroeffnet-atelier-pfister-pop-up-store-im-herzen-zuerichs/

Atelier Pfister began as a funding competition for young Swiss creatives and stands for new Swiss design. Pfister's exclusive own brand has been managed by designer and curator Alfredo Häberli since its launch in 2010. The focus is on young design, authenticity, innovation and quality. Atelier Pfister has established itself beyond the design scene and is highly appreciated by design lovers. In recent years, numerous products have been created that have made furniture history.

In December 2019, Atelier Pfister opened a Pop-up store on Limmatquai in Zurich. The opening of the Pop-up store in the center of Zurich is a commitment to Switzerland as a location and underscores the importance of the stationary store concept for Pfister.

The store at Limmatquai 62 has an area of 74 m², up to 4.4 meters of ceiling height and an additional 40 m² gallery. The focus of the assortment was the current Atelier Pfister collection 2019 / 2020, designed by Alfredo Häberli, Dimitri Bähler, This Weber, Moritz Schmid and Andreas Bechtiger. It complemented the previous range of Pfister's own brand. A special highlight was the completely biodegradable bed linen and curtains as well as other sustainably produced home accessories and furniture.

With the pop-up store, Pfister was able to increase their brand awareness as well as sales in the surrounding Pfister stores. Their expectations with temporary space were met, but it took a lot of effort as their procedures as well as systems were not geared towards temporary retail space at the time.

The advice from Fabienne Suter, Head of Brand Management at Pfister is to choose the best possible location, have a staff with drive and entrepreneurial thinking, and conduct regular "refreshes" of the store windows. Discounts or other specials and local promotion are also important.

"We are very pleased to be able to offer our own brand Atelier Pfister and its Swiss designers a platform of this kind for the first time at a highly frequented location in Zurich. The store is not only intended to serve as a sales space, but also to make Atelier Pfister a tangible experience and bring the stories of the designers behind the furniture and accessories closer," says Fabienne Suter, Head of Brand Management at Pfister.

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