Online retailer Zavvi has partnered with Trafford Centre for its LEGO® bricks and mortar pop-up after twelve years trading solely as an e-commerce retailer.
Running from 9th December until 1st February, the pop-up store will feature big brand LEGO® sets for both children and adults.
The store’s offering covers LEGO sets from four key passion points; Gaming, Entertainment, Art & Design and Vehicles, including best-sellers LEGO Harry Potter™, LEGO Star Wars™ and LEGO architecture sets. The selection of products available for both adults and children will mirror that available on Zavvi.com.
Joe Anderton, Managing Director at Zavvi said, “We wanted to bring to life our partnership with LEGO, a brand whose creativity and product is truly world-class. The opportunity to showcase the Zavvi offering to the consumer directly was an exciting one, and the footfall that the Trafford Centre offers over the festive period is unparalleled, so it was a no brainer really! With many high-profile brands having success here, we know we’re in good company and would like to extend our thanks to Lego and the Trafford Centre for their efforts in making the pop-up such a success.”
The Zavvi pop-up concludes a highly successful year for Trafford Centre in terms of commercialization, with numerous premium brand pop-ups having run in the centre, including Dyson, Samsung, Tom Ford, Charlotte Tilbury and Moschino.
The most seasonal of activations, the Coca-Cola Christmas Truck enjoyed its usual success at Trafford Centre, leading to viral TikTok activity, kicking off the festive season with interactive photo opportunities for customers and free gifts.
Another notable activation has been the Sky Glass pop up house, appearing at Trafford Centre in December. The pop-up house acts as an interactive window into Sky Glass features, with the premium product showcased through a suite of installations. Consumers can experience different layers of engagement and interaction, from self-service rooms to curated product demos.
Bruce Gardner, Commercialisation Director at Trafford Centre, said, “Commercialisation is an important differentiation feature for the Trafford Centre, particularly in terms of heightened consumer experience, and we are delighted to have hosted this landmark pop-up for Zavvi. As the largest retail and leisure destination in the North of England, Trafford Centre is a must-have choice for brands wishing to engage consumers. Continuing to deliver premium brand experiences in 2022 is a major focus, both in the short term and with longer term strategic brand partnerships.”
For more information, please visit: https://traffordcentre.co.uk/commercialisation