Following their e-commerce success, Allbirds wanted to test their market potential in Canada with a four-month long pop-up in one of Toronto’s trendiest neighbourhoods – Queen West. Allbirds wanted to create a space that would not only give consumers a purchasing option that isn’t e-commerce based, but they wanted people to engage with the brand and really get a sense of what Allbirds stands for.
The Allbirds pop-up was a success from the day the doors were opened and there was a real community sadness when they closed their doors. The space was designed with the functionality of the shoes in mind. There was a “birdwalk” designed and created community as a sharable way for visitors to test the shoes. Consumers would walk the path and travel through Toronto by walking on different surfaces with different altitudes.
Sales were consistent throughout entirety of the activation and organic coverage through social and traditional media exceeded any goal that could have been set. The space itself was beautifully curated was designed to generate content creation from corner to corner; a completely sharable space. There were various press events held at the space including an ET special and several other on-site interviews with the owners of the company.