Bricks and clicks IRL, a pop-up concept at Chicago's Water Tower Place, features merchandise that's available online
A former Bebe store at GGP’s Water Tower Place shopping center in Chicago has been transformed into IRL, a new pop-up concept that brings online merchandise into the physical environment for customers to experience in person. IRL is a collaboration between the Chicago-based landlord and retail pop-up consultant The Lion’esque Group. IRL will host rotating collections of brands organized around a theme that will change every few months, starting with “the home.” Products are merchandised as if decorating an actual home, with digital displays provided to help visitors learn more about specific companies and items. IRL doesn’t stock products, but allows customers to place orders for home delivery or text themselves a link to a product later if they’re not ready to buy on location. The home-themed version of IRL will run through the holidays, when a mix of wellness-focused brands will replace it. Participating brands pay a member fee while The Lion’esque Group handles all store operations except shipping inventory. The Lion’esque Group and GGP will continue to work together to select the tenants.
By Brannon Boswell
Executive Editor, Commerce + Communities Today
