Pop Up Stores Enjoy the Limelight in Paris during the French Open
A destination for tennis fans the world over, Stade Roland Garros has, since 1891, staged one of the most renowned tennis championships in the world. Roland Garros, or the French Open as it’s widely known, is one of four major global tournaments, the ‘Grand Slams’ – the most prestigious and sought after titles in the tennis calendar.
Staged in a leafy suburb in the west of Paris, the French Tennis Federation, organisers of Roland Garros, approached Rapid Retail to provide them with a flash retailing solution which was to not only ensure maximum publicity for the tournament in the centre of Paris but was also intended to boost sales of official tournament merchandise outside the stadium.
Rapid Retail’s pop up stores are used as promotional and retail merchandise units at many sports stadiums and events across Europe. As an existing Rapid Retail RMU client, the French Federation saw us as the perfect partner for this project – supplying great retail-enhancing products, secure overseas delivery and a fast turnaround time.
Rapid Retail designed three identical units, each measuring 5.9m x 2.3m, thereby ensuring uniformity and consistency in each location. The units, made of re-enforced steel, are secure, safe and ideally suited to stand the test of busy, high traffic city centre areas.
Playing a key role in the design, Rapid Retail’s pop up stores were to house display walls and counter areas to maximise the sale of merchandise, as well as extensive exterior advertising space for the tournament’s eye-catching graphics and logos.
A few days before the tournament was due to start, the units were delivered and installed to three key areas in the centre of Paris: on the Champs Élysée, in front of the Arc de Triomphe and in the middle of Place de l’Opéra. This allowed the Federation plenty of time to arrange for the branding of the shops with tournament visuals and insignia.
Whilst respecting the surrounding architecture, the pop up stores injected a highly effective and visually striking Roland Garros ambiance to the areas. Modern and contemporary, chic and stylish, the imposing state-of-the-art units fitted beautifully within their historic locations.
With our unique products, bespoke manufacturing skills and trusted transportation company, we delivered the pop up stores in record time and bang on budget.