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Darrell Lea Sweet Cart Pop-Up Shop

A modular pop-up shop Darrell Lea can put up in any channel. In Heinemann Duty Free it ran as a three-month destination and doubled Darrell Lea's sales.

Client

Darrell Lea

Project

Heinemann Duty Free pop-up, then cinemas

SCOPE

Concept design, manufacturing and supply

01 Overview

Darrell Lea wanted pop-up shops that could carry the brand into different channels and locations. SAPP designed and built the Sweet Cart: a modular display that merchandisers can put up quickly, wherever and whenever it is needed.

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02 The Brief

Create iconic Darrell Lea pop-up shops that work across different channels and locations, and are quick and easy for merchandisers to put up as and when required.

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03 The Approach

The design is a sweet cart with freestanding displays and an overhead feature, building on Darrell Lea's new look. The display is modular and runs on mains power or battery. It holds any of the 300 products in the range with no change to the structure, so planograms can be made specific to each channel, and the shopper messaging can be changed to suit the outlet.

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04 Execution

The first site was a stand-alone, three-month Darrell Lea destination in Heinemann Duty Free: a beacon for shoppers looking for travel gifts. Staff could merchandise the displays themselves, limiting out of stocks in busy periods.

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05 The Result

The pop-up delighted the brand owners and exceeded Heinemann Duty Free's sales expectations. Darrell Lea sales doubled, with shoppers buying multiple items, and the display generated incremental sales in new channels. Feedback from Duty Free: "It's easy to shop." After seeing the display, the cinema requested a permanent location and a rollout across its network.

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