Revolve, which is known for its Millennial and Gen Z fashion, originally debuted the Revolve Social Club (RSC) concept as a members-only experience from 2016-2019. The club played host to many celebrity guests, including Kim Kardashian, Jessica Alba and Paris Hilton.
With a new location in West Hollywood, the social club pop-up has returned as a hub for Revolve’s customers, ambassadors and brands. The 9,500-square-foot, two-floor club merges the lifestyle of Revolve’s customers with brands, products and partners coming together in a social setting the company said in a press release. The space features photo-op installations throughout the fully customized environment.
The first floor features a retail space, lounge areas and cafe serving coffee by La Colombe and cakes by Lady M. The club also has an evolving schedule of special events, featuring panel discussions, guest appearances and beauty master classes. In addition, contests and giveaways will be announced via social media.
The retail space will hold several emerging womenswear brands, including Cult Gaia, Selkie and Bronx and Banco, and shoppers will have access to the newest items from Revolve’s go-to brands Lovers and Friends, NBD, House of Harlow and more. Among the menswear brands are Pleasures, Palm Angels and John Elliot, while beauty brands Charlotte Tilbury and OUAI will also be featured.
Pop-ups have been the chosen outlet for many retailers and brands to experiment with store formats and create buzz and brand awareness. The format enables retailers to create limited, unique offerings featuring innovative partnerships or designs to lure in consumers and gather data and information.
Last year, Madewell teamed up with ThredUp to test a resale initiative through a pop-up in New York. More recently, Neiman Marcus used a pop-up to exhibit an exclusive experience with French luxury brand Balmain and Mattel’s Barbie. And Party City used the pop-up format to debut an immersive balloon experience around Halloween. Retailers are finding unique ways to leverage pop-ups for a variety of experiences, and the agility of the limited run is ripe for the still-evolving consumer behaviors of the pandemic era.