On November 8, 2017, Avanti Salon, a Goldwell partner salon, celebrated the grand opening of its temporary location, a pop-up Blow Dry + Treatment space.
Along the Charles River in Boston, Massachusetts, you’ll find Newbury Street, which features a posh assortment of storefronts. From high-end boutiques, to the city’s premiere dining destinations, the famed locale boasts a rich history as having something for everyone. But this holiday season, the illustrious location got a new –and wholly unexpected– short term resident: Avanti’s Salon’s holiday, pop-up space.
“It’s very difficult to get on the first floor of Newbury Street. The rent is astronomical! The space beneath our salon has long been vacant, so we worked out a short-term deal to create a holiday-hair pop-up,” says Stephen Alex Iacobacci, Owner of Avanti.
Featuring blowouts, and transformative treatments, Avanti’s pop-up location delivers a new kind of salon experience. Both posh and convenient, Avanti fits in perfectly along Newbury Street – and the highly visible pop-up shop is quickly bringing notoriety to the salon’s long-term, second story location.
In fact, the value of the temporary location may lie not only in its novelty, but instead, in it’s ability to market the more permanent brick and mortar location. “We’ve gotten a lot of local press. It’s great to see one of the ‘little guys’ next to nationally and internationally acclaimed storefronts.”
Eventually, Iacobacci would like to take his pop-up concept on the road. “The location has offered us great advertising, and great exposure. If I took Avanti on the road, I imagine that it would be great advertising. I’d rather spend $10,000 on a pop-up location, than advertise in other places in a more conventional way.”