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Goodwill’s Pop-up Store Concept Brings in Business

On Aug. 1, Goodwill launched its first ever pop-up shop in Washington D.C. In just 3 days, the temporary store outperformed D.C.’s 13 other traditional retail stores by 20 percent more than the combined average. So how did this successful idea come to be?

The decision to open a pop-up store was inspired by the previous success of Goodwill’s trunk shows. Goodwill worked with Gensler to create the idea for the pop-up and thus, “Edited by Goodwill” was born.

“We were really inspired by Goodwill’s mission to help people ‘edit’ themselves by offering education and employment training,” said Bonnie Sen, associate at Gensler. “Using that concept as a starting point for our design, we wanted to help them create, or ‘edit,’ a space to elevate the retail experience and connect with discerning customers. Based on the popularity of stores like Anthropologie and the rise of do-it-yourself culture, we wanted people to approach the store with a sense of discovery.” 

The ‘edit’ concept was integrated into the design with bold colors used to support the Goodwill brand along with an array of “dreamy” tones, as Sen describes. Art features like sculpted standard dry-cleaner hangers bridged space between each display. The store’s success brought it back again in December.

Images: Worn magazine, Washingtonian

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