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Cliffside Pop-Up Shop 300 Feet High Takes Retail To New Heights, Literally
By Yoon Sann Wong, 31 Aug 2017
‘Cliffside Shop’ by outerwear apparel specialist 37.5 by Cocona Natural Technologies could be one of the most remote pop-ups in the world. It was launched 300 feet high on the face of the Bastille Wall at Eldorado Canyon in Colorado.
Held earlier this month, the two-day stunt by Work in Progress attracted about 70 climbers en route to the top of the Wall. The shop was manned from sunrise to sunset by Dave Bywater, an 11-year climbing ranger in Grand Teton National Park and VP of Commercial & Military Sales at 37.5® Technology.
Bywater handed out hoodies, socks, and other gear that climbers would need to reach the summit more comfortably.
Matt Talbot, WIP’s Creative Director explained the challenge, “Because they’re a dime a dozen—they’ve become an ad trope—how do you really do something so extreme and unusual and fitting for the brand that it gets noticed. We had to push it, and the client had to support it.”
Check out ‘Cliffside Shop’ in the video below.
[via Adweek, video via 37.5 by Cocona Natural Technologies, image via video screenshot]
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