They see the new store as an opportunity to answer all those questions they receive over the holiday period from panicked shoppers worrying about what gifts they should buy their loved ones. By opening the shop they are showing readers what they believe to be the best products available, you can actually touch and feel their recommendations rather than just seeing them in the magazine.
The New York Magazine Holiday pop-up shop will be open between November 8th and December 30th, right in time for shoppers to purchase those all-important holiday gifts. The store will be 2000 square feet and will be located in Pearlmark Real Estate Partners' at 347 West Broadway in Soho. The shop will be instantly recognisable by the tagline that adorns the windows, ' I found it at the Strategist'.
More than a store
New York Magazine has huge plans for the Holiday pop-up shop, they don't intend it to just be a simple store full of products. There will be demonstrations, live events, a gift-wrapping service and specially designed tote-bags. One of the events they have planned is a live panel with their beauty writer, Rio Viera-Newton, where shoppers will be able to ask any beauty questions that they are desperate for an answer to. There is also a planned live event with staff from The Cut to look forward to. Shoppers can find out about upcoming events on The Strategist's website or by following them on Instagram and looking out for the hashtag, #FoundItAtStrat.
New York Magazine isn't the first media company to open up their own store, it is becoming quite a popular tool for increasing revenue streams. Buzzfeed, for instance, recently opened a toy store and Vice have opened up catering outlets within food courts. The model is seen as a great way to boost revenue, with advertising profits and subscribers of print magazines dwindling. Shoppers do seem to love the stores and a Holiday pop-up shop will certainly prove popular as a place to go to choose presents for the important people in their life. Many have read the gift guides in the magazines for years in order to pick up tips, now they have somewhere to go to see and test out those recommended gifts in person.
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