pop-up go, a trusted connector for landlords and short-term space seekers, has partnered with Ivanhoé Cambridge, a real estate company that operates many of Canada’s most successful shopping centres to bring pop-up activations to their popular Mills destinations. The partnership focuses on three centres, Tsawwassen Mills, Ontario-based Vaughan Mills and Alberta’s CrossIron Mills.
The traditional brick-and-mortar retail model is adapting to the shifting expectations of modern adult shoppers, 70 per cent of which say malls should focus on “creating engaging experiences for consumers that combine shopping and entertainment and other services/activities,” according to a 2018 Industry Insights report by the International Council of Shopping Centres. This agreement will aim to deliver that gratifying retail experience to consumers ahead of the holiday season, and beyond.
“We are excited to work with one of Canada’s most established real estate companies in Ivanhoé Cambridge,” said Linda Farha, founder and chief connector at pop-up go. “Now, more than ever, it’s crucial for brands to innovate and create the experiential shopping experiences that the modern consumer not only wants, but now expects. Ivanhoé Cambridge understands this and we look forward to working with such a forward-thinking company to bring unique shopping experiences to their Mills centres.”
The pop-up initiative will feature a rotation of short-term retail tenants that will provide fun, exciting and interactive events that will drive foot traffic, create a buzz within the mall, and offer customers a chance to interact with brands beyond point of sale.
“Our portfolio of Mills shopping centres are true destinations. Whether it’s for the variety of food and entertainment options on-site or the breadth of regular retail and outlet shopping – Mills shoppers not only stay longer and spend more - but, they also expect more of their visit,” said Janine St.Pierre, director, business development, retail, at Ivanhoé Cambridge. “We are thrilled to be aligning with Linda and her team of experts at pop-up go to deliver new, exciting experiences to our Mills shoppers.”