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Profiting On The Pop-Up Floral Installation Trend
As all businesses seek to draw traffic, becoming a destination through a “pop-up” concept is a winning formula for bars, restaurants and any available spaces. By enticing consumers to hang out in a uniquely decorated space, designers create a complete vibe, and a businesses’ investment in a short-term décor installation pays off. Often paired with themed menus or special product lines, pop-ups create a reason to be at the top of the list when consumers are looking for a night out.
“Florals for events do much more than set a mood—they've become magnets for engagement…floral installations at events today help tell a story and create FOMO when every attendee wants to post a snap of them with it the next day,” said an article by BizBash.
What you can share with fellow businesses about the pop-up concept:
Pop-ups are an excellent source of revenue during sluggish sales days or months. Some bar owners have cited a thirty percent increase in sales on slower days (like Monday and Tuesday) and overall slower months experiencing a lift. The investment in décor is often offset by the increased business.
If you can’t beat them, join them. Restaurant and bar owners know they need to create a destination, a reason for visiting that keeps them top of mind over anyone else around. It can be easy to forget a local watering hole or even the best restaurant in town with so much noise on social media of different concepts to try. Pop-ups and seasonal concepts offer fresh and exciting experiences, which entice patrons to return in the future, keeping the establishment relevant and popular!
It’s not for pure sales either. Partnering with nonprofits and arts organizations for pop-up installations also brings awareness and support to its mission. Recently, Cleveland Public Library unveiled an immersive floral exhibit, which is driving traffic to the space.
Pop-up event dates are easy to share. Pop-ups, by nature, are visually appealing. A few photos or short videos can generate anticipation and excitement. By utilizing free online event sites to post news about the pop-up and social media platforms to visually showcase what is happening, business can easily entice the community to participate.
How to Design It? Make it Transformative.
Of course, when building a pop-up installation that must withstand a crowd for 1-2 months, artificial flowers and greenery are a must. Not only will they provide consistency in aesthetics, but permanent botanicals will retain their color and shape, ensuring a fresh and appealing look for the duration of the event.
Not all installs have to look lifelike, but they should be easy to understand. Here are ideas and products to help spark your imagination:
- Cherry Blossom: shop cherry blossom branches from 18” to 41.5” making large scale experiences of sitting beneath cherry blossom trees a reality.
- Flower Power: shop by color and create a truly bold, retro floral experience. Work with wreath forms to create quick peace and love symbols.
- Garden Party or Alice’s Wonderland: with yards of artificial greenery garlands ready to extend on walls, ceilings and surfaces, begin to transform the outside in.
- Cosmic Night: eclipse fever takes over, an interstellar palette can create a vibe this spring. The chicken wire on our wreath frames creates a premade mechanic to hang florals from the ceiling and fades away in dim lighting.
If this is a new type of business for you, there are a few ways to start selling at your level of comfort:
- Be an educational resource. For example, if you are involved in your local chamber of commerce, share this opportunity with local businesses and become a partner to them by consulting and creating a destination.
- Work hand in hand with a facility designer or general manager of hotels and restaurants. Offer your design services or simply the local delivery of the products and mechanics they need. Have an abundance of permanent materials that will install easily and last for a few months of an immersive experience.
- Use your existing event team and extend your business model to become an on-site design and installation company. There are existing businesses that build anything needed for pop-up bars. So why not create a small team of your own and benefit from the additional revenue this generates!
Pop-up installations may be temporary, but their impact can be long-lasting. They challenge us to think differently about our spaces, communities, and even ourselves.
Embrace the impermanence, get creative, and partner with businesses for pop-ups that spark joy, connection and conversation.
A collaboration between writer Laura Vitale and Sarah Botchick of Pioneer.
