Tag Archives: #riccione

H&M in the quicksand – A very short pop-up story

When H&M unexpectedly opened a new store on the beach of Riccione (Rimini – Italy) I thought this was a smart marketing action. Then I started wondering if this could work.   Of course the store would have benefited from massive visibility, but was this enough?

The great adventure of the pop-up store only lasted one week. It seems that those in charge of developing the concept did not have all relevant licenses.

The Italian Guardia di Finanza sealed off the area and confiscated property.           Someone thinks H&M violated some provisions, while others state inspections were too severe. It seems evident to me that someone chose to turn a blind eye in order to authorize the opening of this beautiful pop-up store on the beach. 

I think that if some licenses were missing works could not have been authorized.  And I’m also convinced that if inspections were too severe the shop couldn’t have been inaugurated.

Do you want to know my opinion? I don’t care who is right or wrong, nor which business activities were damaged the most. What really infuriates me is that in order to place the new pop-up store several square metres of “dunes” were destroyed, thus damaging an enchanting protected area gathering fine sand and lush vegetation.

Just for another shop! And I’m saying this in a conflict of interest. This behaviour is really not acceptable, especially because H&M has always been involved in sustainability and conscious collection campaigns, we also spoke about.

I think everyone involved in this matter should deeply reflect on it. Don’t you think so?

Oliva e Marino – The pop-up store of Pavesi, Barilla.

It sometimes happens to find something new just around the corner.  Just think about Bottega di Oliva e Marino, Pavesi pop-up store that opened in Riccione on June 28.  At first glance, it seemed interesting to me for both its stylish design and brilliant business marketing strategy.

Everything revolves around “aperitivo”, the happy hour.
A very successful Italian format that is currently being copied everywhere else abroad.  But how did Pavesi pop-up store by Barilla impact Riccione?  Tourists certainly enjoy it because of its highly competitive promotional prices, but the managers of nearby restaurants and bathing establishments are far from being happy.

In fact, the pop-up store is situated just in front of two beach bars and next to a highly popular restaurant. But there is more.  It is located just in the heart of one of the most convenient paying car parks of the sea front, the best place for tourists to leave their car without worrying.  

Was local government good at promoting equality? What would have happened if the same proposal had been presented by an ordinary citizen rather than by Barilla?   Would the proposal have been welcomed?

I don’t think so.