Sugar Cravings in Times Square

I never particularly liked Pop-Tarts. But I think the brand’s just-opened pop-up store in Manhattan’s Times Square is a hoot. It also shows that, with a little creative thinking, how effectively a brand can engage customers in a physical space.

Wrapped in Pop-Tarts branding and promoted with a six-story billboard, the 3,200-sq.-ft. Pop-Tart World is hard to miss. The focal point of the space is a café, which serves some 30 snacks. The menu includes such concoctions as Fluffer Butter (marshmallow spread sandwiched between two frosted fudge Pop-Tarts) and Pop-Tarts Sushi, which is basically a fruit roll stuffed with three minced-up Pop-Tarts flavors.

Visitors can also create their own Pop-Tarts, starting with the basic pastry and then adding the frosting, toppings. and drizzles of their choice. Or, using a computerized vending machine, they can choose among all 23 Pop-Tarts flavors (23 flavors! Who knew?) to customize their very own variety-pack boxes to take home.

Computer screens in the store provide access to PopTartsWorld.com, social media sites and Pop-Tarts video games. Consumers can also buy themed merchandise, and even design their own T-shirt. The store also sells all variety of themed-merchandise. It even has select a Pop-Tarts T-shirt made by specialty artist

The lease on Pop-Tarts World, which is on the south side of 42nd Street between Sixth Avenue and Broadway, runs through January. Reportedly, executives will then decide whether the store has legs.

New Disney Magic

The Disney Store’s long-awaited new design has finally been unveiled. The design, which made its debut at Montebello Town Center, Montebello, Calif., blends high-tech elements with signature Disney icons. From a Princess Castle complete with a magic mirror (with the wave of a wand, a Disney Princess appears) to a theater where customers can pick from a selection of pre-loaded content and watch classic and new Disney entertainment), the store is fun and entertaining.

See for yourself by watching the video above.

PS: A big thanks to the folks at RCS Real Estate Advisors (the firm is helping Disney reposition much of its real estate as it rolls out the new design) for sending the clip to me!

Times Square goes gaga over Forever 21 billboard

“Wow.” “Cool.” “How do they do it?”

That pretty much sums up the reaction to Forever 21’s dazzling digital billboard in Times Square. The display, which sits on top of the retailer’s massive new flagship, has people gawking, necks craned upwards. What’s causing all the attention -- and camera flashes -- is the way the display integrates real-time video of the street with programmed content. Every now and then, you come across something that is truly worthy of being deemed “cutting edge.” This is one of those times.

Urban Outfitters to celebrate a bygone New York

It’s not every national retailer that would go out of its way to celebrate mom-and-pop shops. But Urban Outfitters has always operated a bit outside the norm, particularly with regards to its store designs. Now comes word that the company’s new store on Manhattan’s Upper West Side will be designed to resemble a series of independent shops, with four distinct (and false) storefronts: a hat store, a hardware store, a neighborhood bar and a bodega. The store, on Broadway near 100th Street, is due to open by fall.

The design is by Pompei A.D., New York City, which has designed countless stores for the Urban Outfitters brand and Anthropologie division.

"The whole idea was to do this kind of ironic statement of lining the building with storefronts that would be reminiscent of independent businesses," Ron Pompei, creative director of Pompei A.D., told The Wall Street Journal. "It's the story about the streets of New York as they once were."

Countdown to Forever 21’s Times Square Superstore

Forever 21 is counting down the hours -- literally -- to the opening of its Times Square flagship. The fast-fashion chain has installed a giant LCD display above its facade that is counting down the days, hours, minutes and seconds until it officially opens.

While the retailer is mum about the details of the store, word is that the interior is all white. Even the chandeliers. More details to come!

Postscript on Apple

A friend sent me an update on my previous posting about Apple’s widely admired and, some would say, widely copied, store design. The Web site slashgear.com has revealed that Apple is seeking to trademark its store design and has filed with the U.S. Patent & Trademark Office. The filings present a mark that "consists of distinctive design and layout of a retail store."

To read the full story, go to slashgear.com/apple-attempt-to-trademark-distinctive-apple-store-design-1885991/.

Name that store …

Familiarity breeds … success? Maybe that’s what the folks behind the new Sony flagship in Tokyo and Microsoft stores are hoping.

From the basic color palette to the display techniques to the approach taken to signage, the two formats have a lot in common. And not just with each other. Is it just me, or do both come off as not-all-that original variations of the Apple store? Aren’t there any new ideas out there?

Sony, Nagoya, Japan

Microsoft, Scottdale, Ariz.

Apple, San Francisco