L.L.Bean, the US outdoor clothing giant, approached Hyphen (via their UK distributor) to support with creating a retail pop-up store proposition to take their brand offline in the UK.
The core objectives were:
Hyphen proposed a series of live brand experiences aimed at bringing the retailer’s iconic New England style and love of the outdoors to festivals and outdoor events across Britain.
As well as introducing event goers to the brand’s high-quality outdoor-wear and accessories, the pop-up stores featured opportunities for visitors to the events to ‘be an outsider’ by giving them the opportunity to learn new skills such as outdoor photography and map reading from social media influencers including the Bald Hiker – all reminiscent of the brand’s Outdoor Discovery Programme which features heavily in the US.
The store was even wrapped by a bespoke traversing wall encouraging visitors to fully immerse themselves in the brand’s love of the outdoors.
With the brand rooted in outfitting families to get out and enjoy the outdoors, the inaugural Timber Festival was the perfect event to launch the retail experience, given its ethos of celebrating the outdoors.
The pop-up stores took prime position at the events attended and often sponsored any outdoor activity zones enabling trial of the brand’s most iconic products in the right environment.
“Over the last two summers (2018 and 2019) Hyphen have toured the UK with our L.L.Bean pop-up shop, attending key events where our target audience of outdoor family enthusiasts gather.
They adapted their approach each year, refining the brand experience, adapting the offer to ensure we hit the sweet spot. The team were always happy to help, go the extra mile and were a delight to work with.”