Why Nordstrom Brought Pop-Ups To SXSW

Nordstrom is popping up at music festivals, in the form of a pod.

Luxury Daily reports that the high-end retailer debuted its millennial-targeting pop-up — or Pod — at South by Southwest (SXSW) in Austin, Texas, from March 17–19, and plans to continue featuring it at similar events.

Nordstrom’s Pod, shares the outlet, provides festival-goers with the opportunity to charge their phones, take some pictures with friends, as well as presenting them with an assortment of beauty supplies.

“Our spring festival tour is an extension of our ‘See Anew’ brand campaign,” Pamela Lopez, spokesperson for Nordstrom, told Luxury Daily. “By providing a relevant Nordstrom experience at these festivals, we hope to connect with customers in the festival environment and add to her festival experience.”

“Our core customer is definitely going to these festivals,” continued Lopez. “This is a big part of her life, and we felt it was important for us to be where she is. The idea is to be where she is and to inspire her to see a new perspective — in life, in herself and in her fashion — through three pod experiences.”

Those three pods — a concept that Nordstrom first developed last year, in a slightly different form, with the agency OutCold — explains Luxury Daily, consist of one where consumers can have a Polaroid aura photo taken by Radiant Human, another described as a kaleidoscopic beauty pod where consumers can sample beauty products and a third featuring a GIF photo booth.

With the SXSW appearance now concluded, Luxury Daily shares that Nordstrom’s Pod tour will next visit the Beale Street Music Festival in Memphis, Tennessee, from April 29 to May 1, then Shaky Knees in Atlanta, Georgia, from May 13–15 and BottleRock in Napa, California, from May 27–29.