Shopping Center Business

MAY 2017

Shopping Center Business is the leading monthly business magazine for the retail real estate industry.

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POP-UPS 286 • SHOPPING CENTER BUSINESS • May 2017 The Marketplace features local goods from local purveyors, including ginger scallion sauce from Fresh Zen, fresh sal- sa from NOLA's Fresh, honey sweetened marshmallows from Apotheker's Kitch- en, and little g's small batch ice cream, which was recently included in a list of Oprah magazine's favorite products. The Kitchen is also hosting two brands notable for their local food trucks, Jamai- ca Mi Hungry from April 7 to April 30 and The Dining Car from May 1 to May 31. "We fell in love with what the Common- Wealth Kitchen is doing," says D'Alessan- dro. "These programs were born at The Street, but similar programs are expand- ing at all our properties." AND NOW FOR SOMETHING UNEXPECTED As the name suggests, some pop-ups have the air of surprise about them. At Madison Marquette's La Brea, a 90,000-square-foot adaptive re-use devel- opment project in Los Angeles, a partner- ship with Nike produced some pleasant surprises. The Air Max Day event celebrated the 30-year history of Nike's iconic Air Max shoe through a series of "sneakeasy" events that included a surprise appearance and mini concert in March by American hip hop artist, Travis Scott — announced only on his Twitter account an hour before the event. The #airlabrea hashtag caused a stir on social media and event attendance re- sulted in a block party. Sometimes, a pop-up is not only a sur- prise, it can also be a little subversive. Madison Marquette's Melrose Port- folio is a collection of three urban retail buildings on Melrose Avenue in Los An- geles. The Melrose district has become known for haute couture and leading fashion-forward retailers, which made Melrose Portfolio the perfect spot for a one-of-a-kind "Boutique Ephémère" with Please Do Not Enter, which sells an eclec- tic collection of goods from contempo- rary art to fashion, design and accessories. Los-Angeles based French artist Sebas- tien Leon captivated shoppers' attention by wrapping the entire façade of the Mel- rose Portfolio buildings — as well as two adjacent billboards — with fluorescent pink tape. A provocative message on one of the billboards — "Hey B*tch I'm From Down- town" — combined with a cinematic soundscape inside the boutique featuring a video projection of Sebastien's animat- ed pink geometric graphics on the exte- rior of the building brought the pop-up to life and encouraged shoppers to get to know the brand. The exhibit has been on- going since March 18th and will conclude May 3, 2017. "Today's shoppers want an experi- ence," Marano says. "They value exclu- sivity. And they want a relationship with the brands they purchase. In short, they want more than to simply purchase a product. They want an entire experience wrapped around the act of shopping that takes them beyond the ordinary and pro- pels them into the realm of the extraordi- nary." SCB 216.781.9144 architecture | land planning | interior architecture Fayette Mall Sears Redevelopment| CBL & Associates Properties, Inc.| Lexington, KY | 115,000 sf Brown Photography Gulf Coast Galleria| RAMCO Developments, LLC.| D'Iberville, MS | 700,000 sf Liberty Center | Steiner + Associates | Liberty Township, OH | 1.3m sf | Executive Architect Feinkopf Photography

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