Pop-up nightclubs

Pop-up retail may be a bit passé, but pop-up-everything-else is still going strong. Earlier this week, we featured an update on pop-up hotels. Next up? A pop-up nightclub in Australia. The SoCo Cargo Experiment, created for Southern Comfort, consists of four shipping containers that can be stacked side by side or on top of each other, like giant building blocks. SoCo Cargo can be assembled within a day, with an entirely adaptable interior. The venue usually contains a bar, stage and lounge area, but the main focus varies per location. One time it will be a nightclub, next time a live music venue or art gallery, popping up by the side of the road, near a festival, carnival or other outdoor event. The temporary club premiered on Sydney’s Cockatoo Island in October. During Melbourne’s St Kilda festival in February, SoCo Cargo hosted a number of up-and-coming live acts. Then it was on to Adelaide’s Garden of Earthly Delights (another festival), where the containers held a slick dance lounge featuring hot DJs and late night grooves. For an old liquor brand trying to reach a new group of consumers, specifically young adults, the pop-up approach seems to be working. Surprise creates buzz, and buzz is good, cost-efficient marketing 😉 For more examples of how to delight consumers by taking them by surprise, check out this section of trendwatching.com’s transumer briefing. Spotted by: Charles Norbert-Munns, images courtesy of 101 Productions