This week, Tupperware opened its first ever store in SoHo, NY.
The store is temporary, as it is a holiday pop-up, but it’s still a big move for a company that’s been around for 75 years without a physical retail space.
The pop-up is an immersive+ experiential space, and judging by the pictures, is full of Instagram opportunities, which is critical for new physical retail spaces. The store utilizes clean, modern design with bright color accents, an open floor plan, and plenty of places to see product demonstrations.
What’s really cool to me is that Tupperware is a classic American brand, and everyone knows what Tupperware is. It’s one of those brands that’s so familiar that I just call any kind of kitchen/food storage bin a Tupperware, regardless of the actual brand. Everyone uses them, everyone knows them, and there will always be a need for some kind of food/kitchen storage, as well as fun and simple kitchen utensils.
This store provides Tupperware with an opportunity to bring their products to life and attract younger generations by creating an immersive and photo-ready space that exposes shoppers to the brand in a completely different way from how Tupperware products are currently placed on lack-luster Target or Walmart shelves.
Tupperware products are products that people buy out of necessity, and they aren’t expecting there to be a fun and exciting display around them. What this store proves is that there can be a fun experience around buying some kitchen utensils or containers, and the physical store can inspire shoppers to buy Tupperware products for reasons other than necessity.
There are plenty of advantages to this new store, but my favorite is that this store will capture the attention of any affluent person that walks by it in SoHo, and since Tupperware products are not ridiculously expensive, shoppers should be more than willing to pick up at least one Tupperware product after going inside because it won’t be a large monetary blow to their wallets.
Despite trends in consumption curving towards minimalism, Americasns still love containers and storage, and Tupperware caters to that love and has even invested in glass products over the years to adapt to consumers wanting alternatives to plastic containers.
Original story and images from Marianne Wilson at Chain Storage Age.