Pop-ups are becoming something of a festive tradition, allowing retailers to try new ideas and activations.

For our part 1, we’ve found a huge variety in the types of retail experiences, although one theme we identified was online brands bringing sellers, designers and brands to physical spaces.

We found vintage carousels, large present boxes with games and giveaways, a real-life snowball fight, storytelling inflatables and a pop-up with a secret location!

Read on to find out what made our list of the best festive pop-ups in 2024.

Louis Vuitton, Global

Iconic French brand Louis Vuitton has launched a series of pop-ups across Paris, China and Japan.

To coincide with its advertising campaign which features a retro carousel set in different backdrops and landscapes, the brand has created a physical carousel that will be available at different locations until 19 January.

The brand looked to Parisian history and heritage, such as a World’s Fair held in 1900, and has also incorporated brand motifs, like monograms, across the design of the carousel. Visitors will be able to visit the carousel in Paris simply by turning up, whereas in China, people can book places using WeChat and QR codes.

Louis Vuitton has also created a digital filter for Instagram users that displays an AR version of the carousel.

Image credit: PepsiCo

Pepsi Max, London

Beverage brand Pepsi Max had a unique pop-up open in Soho until 12 December.

The Of-Fizz Snowball Fight was designed to help people switch off from work and have fun instead. The building was designed to look like a snowy office, with office-themed games for visitors to enjoy.

Visitors could play shuffleboard in the Shuffle Boardroom, and battle against a snowstorm to collect supplies in the Snowstorm Cupboard. Finally, Office Snowdown was a room filled with desks, where players would have to turn off video calls and notifications while taking part in a snowball fight. There were opportunities to win Pepsi Max merchandise throughout. A relaxing lounge area allowed guests to relax with a Pepsi cocktail and take photos.

Jo Malone, London

Covent Garden saw the arrival of a new pop-up from Jo Malone which was open until 24 November.

The retailer created a sparkling golden box with an entrance resembling a perfume bottle, lit up in Hollywood style lights, with stacks of “presents” (styled in Jo Malone boxes) piled up outside.

When visitors entered the pop-up they could try to win a prize at a spin-the-wheel game, and then have the moment captured with a photo at an interactive booth. Customers were also able to browse a range of the brand’s Christmas-themed products such as an Orange Bitters candle and a cologne with the scent of fir and artemisia.

Image credit: Nordstrom/Jack Koto

Nordstrom, NYC

Luxury department store Nordstrom has launched an expansive storytelling pop-up for customers in New York, open until 5 January.

The Blizz on 57th Street involves a cast of inflatable characters voiced by John Waters and Fran Drescher. Mr Blizz is an inflatable at the entrance of the store that is the reason that the other inflatable characters have come to life. These characters can be found throughout the store with audio, and visitors will receive a treasure map to help them locate them all and win prizes.

Main characters include Pigeonthia, a pigeon that can see the future, and the fortunes visitors receive from him will relate to another character they can find later, Wonder Ring, a lost engagement ring. There are also inflatable chatty lipsticks, a carrot that is an aspiring actor and an umbrella that likes to complain.

Lands’ End Crosby Street Market, NYC

Fashion retailer Lands’ End launched a pop-up celebrating its famous tote bag that was open until 24 November.

This unique pop-up allowed visitors to buy one of its tote bags or bring their own in for customisation. Personalisation options included collaborations with a variety of guest artists, such as Chain Smoke for embroidery and P.S. Calligraphy for painting. 

Customers could also choose from a variety of patches and other embellishments, such as bespoke bag charms.

Image credit: EBay

eBay, London

A unique experience from online marketplace eBay arrived in London on 8-9 November.

The brand held the Listings in Lights event, which promised to help spotlight eBay’s private sellers.

To take part, sellers had to list their items in the week running up to the event using #ListingsInLights. If their items were selected, they would be showcased to attendees and passers-by in London during the event. The items were displayed on large screens at the Outernet, which is located near to Oxford Street. Visitors to the pop-up could then use the QR codes to find the products on the website. Sellers who took part were also entered into a competition for eBay vouchers.

Pop!, London

J&J, an eCommerce fulfilment company, has launched a pop-up to bring online brands to a bricks-and-mortar space.

The pop-up is located in Soho and will be open until 22 December. The function of the pop-up is to enable customers to purchase from up-and-coming online brands and for the brands to test whether a physical retail strategy may work for them.

A new online brand will take over the space for a week, with plant-based beauty, loungewear and women’s fashion brands already chosen to participate.

APOC, London

A special pop-up came from designer emporium APOC which kept its location secret.

All we know is that the pop-up was held in an underground club until 1 December. The pop-up featured many of the unique designers that sell with APOC and customers had to book to receive an hour slot to shop.

The designers included Rosie Evans, who creates corsets from discarded scarves, Jalaconda, who makes items from chainmail, and VACSOM, who makes jewellery from toy cars amongst other things.