The Home Label pops up at House of Tales

Online retailers are fast leveraging brick and mortar formats to create a direct connect with the customers and leverage the touch and feel mode. The most popular formats for this seems to be pop-up stores which are a cost effective way of establishing an on ground presence. The concept of pop-up store is huge in the international market as these small and temporary shops are easy to build and capture customer interest. They are essentially like a town fair where they come for a few days and pack up. These stores allow the brand to create a unique environment that engages their customers, while creating a sense of interactivity with them.

The latest to have joined the fray is online home décor store The Home Label. The brand has used the pop-up gallery'The House of Tales' at Mumbai's famous cultural fair Kala Ghoda, to make a pop-up presence.

The ideation behind the concept was to engage with the customer through a pop-up store at a prime location. With Diwali around the corner, the brand meant to reiterate its positioning as an ideal gifting option.  The House of Tales pop-up store is 1700sq ft and follows a minimalistic design approach which is contemporary and chic with hollow and façade lightning. This seemed ideal for the Home Label brand, which provides unique decor items at affordable prices, styled by Sussanne Roshan, Creative Director, The Home Label.  Sussanne, says, while talking about the pop-up store, "The Home Label brand is almost a year old and we wanted to commemorate the occasion with our first ever pop-up store.  What better way than to do it just in time for Diwali! Diwali to me means beautiful lights and bright colours, and I think our Diwali collections really express that. The House Of Tales gallery was just the perfect venue for what we had in mind. Its simple, clean and modern design made for a beautiful foundation to complement our products."

She added, "We are excited about doing our first pop-up at the gallery. Being our first on-ground event for the label, we were looking for a venue that suited our sensibilities best and House Of Tales fit perfectly.”

The Home Label also did a preview of select pieces exclusively at the pop-up show at a discounted rate. The products were categorically displayed into gifting, gift hampers, home décor sections making it easier for the patrons to make their purchases. The collection of impeccable designs of lamps, display art, candle stands, flower vases, lanterns and much more definitely added to the spirit of celebrations.

Neha Sheth, Director-- House of Tales said, speaking about the concept of a gallery at the Home Label pop-up show, "House Of Tales, is Kala Ghoda's first contemporary event space that is yours to design. With the cultural and historic richness of Kala Ghoda, Fort, I was interested in introducing a space that was more versatile in nature, not just restricting itself to art. As one of House Of Tales' first few events, I couldn't ask for one better than the Home Label's weekend pop-up boutique styled by Sussanne Roshan. The Home Label's collection is also very elegant, stylish and affordable, which synergizes perfectly with the House Of Tales' impression that it hopefully aims to create.”

According to Neha, the concept of pop-up stores has a lot of potential which will help online retailers and many others showcase their collections in an effective manner.