Macy’s is expanding its pop-up shop program through a partnership with electric car brand Polestar. Shoppers can now digitally test drive the company’s Polestar 2 at Macy’s Union Square in San Francisco, using AR and VR to see the car in different configurations and environments.
The experience is enhanced through the use of atelier tables designed to give the space a workshop-like feel. Additionally, materials and color samples are on hand to provide shoppers with a tangible version of what’s being displayed on the screens.
“This is an exciting as well as significant store opening in Union Square, an area which has seen a scarcity of retail newcomers during the pandemic,” said Kazuko Morgan, Vice Chairman of Cushman & Wakefield, which represented both parties in the transaction, in a statement. “Polestar chose the Macy’s location given its high-profile nature and in being one of the most prestigious locations in San Francisco. They’ve really created an experiential storefront space coinciding with the innovative vision of their brand.”
Macy’s is a pop-up shop veteran: in 2018, the department retailer acquired concept shop retailer STORY, launched its own pop-up venture with The Market @ Macy’s and took a minority stake in b8ta. The retailer also collaborated with Facebook to create pop-up space for more than 100 e-Commerce SMBs across nine Macy’s stores.