A brand with no address?

Between digital campaigns that are increasingly struggling to capture attention and fixed physical locations that require massive investment and long-term commitment, we often forget that there is a middle ground. A more agile format. A way to get closer to the public in real life, without locking yourself into a huge lease or an all-too-small digital banner.

What if your brand tried to occupy space in a different way? Not just with an ad or a store, but with a temporary presence, anchored in the moment and the place. With the desire for exclusive physical experiences growing, the more ephemeral approach could become a powerful tool to add to a marketing plan.

Another way to be present

Nike Run Clubs, for example, are not stores. They are regular meetups between runners on the streets. It’s a simple way to add a physical dimension to the brand with minimal investment.

Patagonia takes the same approach, organizing clothing repair tours in converted trucks. No stores. No shop windows. But plenty of meaningful encounters with customers.

Jacquemus, the French fashion brand, uses the same approach with great success. Rather than opening stores, the brand comes up with unexpected spaces to showcase its products: a pink vending machine at an intersection, a mini grocery store in Paris, a store in a bus parked in the desert, etc.

We ourselves have had the opportunity to test this approach with a few projects in recent years. A summer terrace on the roof of a parking garage in the midst of a pandemic, a Christmas speakeasy hidden in a luxury hotel, or a cultural public space set up in a former parking lot…

Places whose purpose is temporarily transformed become must-see attractions that draw people in for a photo or two.

Advantages of the ephemeral

If the idea is solid, you have every chance of coming out on top.

1. All of this obviously costs less than a permanent location.
2. The temporary nature of these spaces often allows you to be closer to the action.
3. You can react to current events, follow trends, or test ideas more quickly.
4. The temporary aspect is appealing: people want to go there before it’s gone.
5. And above all, it captures the imagination. The stark contrast with a familiar place makes the experience even more memorable.

Be there, without settling in

We know that experiential marketing has a bright future ahead of it. The combination of digital fatigue and pandemic trauma has made many people want to get out a little more often in search of memorable moments. And brands can take advantage of this. But not all of us have the opportunity to build a place from scratch either…

The good news is that it may not be necessary. You may not need to be there all the time. Just be there at the right moment. You may feel that this doesn’t apply to your brand.

And that’s exactly why it’s worth thinking about.