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Experiential Marketing plans immersive offline shop and exclusive partnerships for 10th anniversary


By Katie Deighton, Senior Reporter

April 17, 2016 | 3 min read is to mark its 10th anniversary with a three-day experiential shopping pop-up, as well as a number of new exclusive partnerships with the design and fashion industries.

The Open Door pop-up will kick off the birthday celebrations on 6-8 May in London’s Old Spitalfields Market. Consumers will be able to step through eight interactive ‘doorway experiences’ that aim to bring the online marketplace’s product categories to life.

Small business owners that use as a sales platform will be making and peddling their wares on site; meanwhile fans of the brand will also be able to pre-book masterclasses on the likes of tea mixology and calligraphy.

Open Door will be the first of many tangible retail/workshop events planned by the brand in celebration of its anniversary. is also expected to reveal a number of exclusive partnerships with creatives in the fashion and design industries in the upcoming weeks.

Sally Bendelow, creative product director at Not On The High Street, told The Drum: “Customers love the ease of discovering products online but also crave tactile, sensory experiences, so we're excited to offer immersive, physical and exclusive experiences that consumers can actively participate in, such as interactive workshops and demonstrations with our sellers.”

As the brand looks to the next 10 years, having already grown its staff from two to more than 200, consulting customer director Lorna Perrin hints that consumers can expect to see much more of in the physical world.

"Our 2016 marketing mix builds on the successes we've delivered in prior years, with an increased focus on consolidating our experiential activity and building on our customer engagement between key gifting periods,” she said. “We see a significant opportunity to bring to life through a focus on the passionate creatives who are building successful businesses through unique, incredible products."

Bendelow added: 'We are one of the leading destinations for gifting but are building greater awareness of the breadth of our product range - from concrete vases to organic rose oil face cream and gin & tonic cocktail pastilles - making the everyday unique.'' dipped its toe into the experiential pool at the end of last year, when it unveiled Twitter-powered gifting vending machines and an interactive digital Christmas tree.

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