Hong Kong shares with western malls the same seasonal push to merchandise as much as possible during the Christmas season.

Since there are a number of large scale shopping malls (even larger than some in the U.S.), the use of innovative space and special event marketing/merchandising is critical for seasonal programs.

One perfect example (although elaborate) is the Hermes “pop-up” store in the Festival Walk Mall in the Hong Kong Kowloon Tong area.

This retailer created a temporary location, but with a structure and design that is stand-alone, self-contained (with its own lighting and climate control), and marketed as a “seasonal pop-up” with special edition merchandise developed for limited distribution in targeted markets.

The footprint of the store is relatively small, but floor length windows and effective use of lighting creates a warm, seasonal feel for limited edition merchandise.

The take-aways: no matter where they are located, temporary locations can have major impact, particularly if the mix of presentation, store design and merchandise all hit the right notes.