Skip to content

Guerilla Marketing – a trend made in Japan


Guerilla Marketing – a trend made in Japan: Pop Up Stores. Both young fashion labels and established luxury brands take advantage in this creative concept.
The so called Guerrilla Stores are temporary shops appearing in unusual places such as in an old pier, in a clubhouse, a gallery, a garage, an old warehouse or as part of an exhibtion.
With a little bit of luck you will be able to listen to a cool DJ or even participate in an Urban Art Performance while shopping the latest limited editions and designs of the label. Fashion presentation in a special atmosphere is the proposal.

The Japanese avantgarde label COMME des GARÇONS opened the worldwide first temporary store in Berlin already back in 2004. More than 20 Pop Up Stores followed in cities such as Barcelona, Warsaw, Ljubiljana, Singapore, Beirut, Los Angeles, Athens just to name a few. The first Berlin COMME des GARÇONS store already settled down. Designer and co-founder Lil Schlichting-Stegemann still follows the original concept of offering special and creative merchandise in Lil*Shop. There you can find vintage collections of Comme and Junya Watanabe, limited editions from Japan. A colourful and wildly mixed range of Rei Kawakubos work, that is not restrained to seasons or other industry dictates.

International fashion labels like Nike, Louis Vuitton or Chanel seized this idea and developed it for their own interests.
VOGUE Nippon and COMME des GARÇONS recently created a temporary store in the hip Tokyo district Aoyama last November. Japanese artist Takashi Murakami and Karl Lagerfeld designed displays, which changed frequently. We are excited about things coming up…



Categories: Allgemein