L'oe Show is a multi-day car exhibition that draws thousands of attendees and celebrates vehicles from Volkswagen, Audi, and Porsche. Sponsored by Volkswagen of America, the event features a range of special prototype and race cars, including exclusive world unveilings of models that have never been seen before. Additionally, the show includes temporary vendor pop-up stores located in vacant retail spaces within the High Street Historic District of Pottstown, Pennsylvania.
Pop-up showroom
Challenges:
The project demanded rapid transformation of a vacant space into an engaging retail environment, despite being 500 miles away. With strict budget constraints and minimal lead time, the team needed to solve layout planning, design, and setup challenges while maintaining a cohesive appearance. This blind deployment scenario created significant risks for space utilization and resource allocation.
Solutions:
- Requested detailed floor plans, photos, and videos from property management
- Created 3D renders to help visualize the space more effectively
- Created multiple flexible layout options that could adapt to unexpected space constraints
- Developed a modular display system that could be reconfigured as needed
- Prioritized high-impact visual elements visible to customers
- Created removable vinyl graphics instead of permanent signage
- Staged all merchandising in advance at the local warehouse
Merch, auto livery, photography
Challenges:
Black Forest needed to rapidly generate buzz and drive foot traffic to the pop-up showroom with limited marketing time. The brand needed to create immediate awareness and urgency around the event to ensure strong attendance and sales, while maintaining their premium market positioning and brand authenticity.
Solutions:
- Developed an exclusive "event-only" product release strategy with intentionally limited quantities, creating anticipation and urgency among target consumers
- Leveraged scarcity marketing principles by clearly communicating the time-limited nature of both the vehicle showcase and the exclusive merchandise availability
- Implemented strategic social media reveals building anticipation for both vehicles and merchandise
- Created products appealing to both automotive enthusiasts and collectors, expanding market reach
Outcome
The pop-up retail activation proved to be an extraordinary success, with exclusive merchandise selling out within the first hour of opening. The event generated significant pre-launch excitement, drawing crowds who lined up before doors opened. Through strategic planning, modular design solutions, and an exclusive product release strategy, the team successfully transformed a remote retail space while maintaining brand premium positioning. The combination of scarcity marketing and targeted merchandise drove exceptional attendance and sales performance.