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Cool threads: The Yeti dressing room has a constant temperature of -5°C |
Outdoor clothing and accessories brand Yeti has partnered with Gebr Heinemann to install a pop-up store at Copenhagen Airport, in which travellers can try on in its down jackets in sub-zero temperatures.
Shoppers can test the jackets in a special ‘Be Cool’ dressing room with a constant temperature of -5°C and a chilly breeze, allowing them to experience the conditions of a cold day in Scandinavia. The brand claims it is the first dressing room of its kind in the world.
The shop also illustrates Yeti’s use of premium down, with transparent tubes filled with floating, fluffy goose down.
“We wanted the shoppers to get the full Yeti experience, so we have taken the unique elements of the brand and condensed them into something you can see and feel,” said Erik Möller, CEO of Yeti brandowner Nordisk Outdoor.
“We have done something similar in Dresden, Germany, where we have a ‘glass factory’ where consumers can follow and participate in the making of their new Yeti sleeping bag. In a time where online shopping increases we want to give consumers great shopping experiences when they visit our store.”
Yeti is the latest supplier to take advantage of the Brand Box concept developed by Gebr Heinemann at Copenhagen Airport. Launched last year, it is dedicated to exhibitions and promotions at the entrance of the main store. Brands can showcase their products for up to three months.
“The Heinemann Brand Box concept in Copenhagen Airport is a perfect setting for Yeti,” added Möller. “We are a Scandinavian brand and our products are closely connected to travelling.
“The special shop concept focusing on story-telling allows us to connect with the end user in a new way and to give them the true feeling of our brand.”
The Yeti pop-up shop will remain in the Brand Box area at Copenhagen Airport until 14 April.
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