Brands are battling it out for a pop-up space at Hollywood & Highland

People buy food from the Kogi truck in Los Angeles, California, June 7, 2014. — Reuters pic
People buy food from the Kogi truck in Los Angeles, California, June 7, 2014. — Reuters pic

LOS ANGELES, Nov 16 — Like all trendy business ventures (think: food trucks, hybrid dessert bakeries), it was only a matter of time before pop-up shops — popularised by the likes of Kanye West, Drake and Justin Bieber — became the subject of their very own competition.

That’s right, the Search for the Next Great Pop-Up is officially underway. Brands will compete to have their very own free pop-up space at the Hollywood & Highland shopping centre, located smack dab in the middle of Hollywood Boulevard’s walk of fame and adjacent to the legendary Dolby Theatre.

Not only will the winner receive access to the premier location (the hotspot receives millions of visitors each year) among other tourist-friendly shops like Louis Vuitton, MAC, Sephora and H&M, but they will also be granted US$2,500 (RM10,932) to start help launch and build out the space.

Applications for the competition (which require both a brand overview and pop-up plan as well as proof of proper licensing and permits from the City of Los Angeles) will continue to be accepted through Nov. 23. 

Five finalists will then be selected by a panel of high-profile judges who have plenty of retail and branding experience of their own: Trina Turk (designer), Jonathan Skow (Mr Turk designer), Grant Legan (fashion photographer) and Rosie O’Neill (co-founder of Sugarfina) will select the finalists based on application materials as well as the all important social media engagement.

Once the finalists are selected, they will be revealed via Hollywood & Highland’s various social outlets on December 2, and fans will have the ability to vote on the shop they’d most like to shop. 

While fan votes are only one factor of the criteria that determines the winner, they’ll certainly help earn a bit more street cred.

The winner will be announced on December 14, and the pop-up will be open from January 9 to February 17 (one week before the Oscars take place next door). For emerging e-commerce brands, this could be the perfect opportunity to test the brick-and-mortar business. — The Hollywood Reporter 

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