Dia 1

For a period of two weeks, Hoog Catharijne Shopping Centre allowed the first
OneDirection World pop-up store to operate in an empty shop unit. The endeavour
was a magnet for shoppers that increased visitor numbers and generated an
enormous amount of publicity and media attention.
City of Utrecht
330.000 inhabitants
4th city of the Netherlands
The Central point of The Netherlands
A real alternative to Amsterdam
The Dom Tower is the highest church tower in The Netherlands
Hoog Catharijne
Busiest shopping centre in
The Netherlands with over
26 million vistors per year
- 76.000 m2
- 150 stores
- year of construction 1973
Communications
-Twitter
-Facebook
-Free Publicity
-Bloggers
Publicity
The temporary shop will be
filled with loud screaming girls
- AD Utrechts Nieuwsblad
Get ready and be prepared
– Cosmogirl
The first Directioners crawled
underneath the fences of
shoppingmall Hoog Catharijne
- De Telegraaf
Opening pop-up store October 12, 2013
-More than 900 visitors
-More than 1,000 glasses of champagne handed
1D World Holland
For two weeks, 1D World Holland was the
ultimate meeting place for many 1D fans.
Visitors were treated to exclusive contests,
offers, and a special 1D karaoke event. The
shop also contained the unique 1D
experience, which provided countless photo
ops for the band’s fans.
The temporary shop stocked more than 125
exclusive articles from Louis, Niall, Liam,
Zayn, and Harry, such as clothing, jewellery,
and various fun gadgets.
Results
-
Advertising value:
EUR 326,848,-
-
28,099 extra visitors
in 2 weeks