The HGTV lifestyle is brought to life in its newest pop-up shop, which HFN visited last week in Phipps Plaza, an upscale mall in Atlanta. There, through June 4, HGTV loyalists can see products from all of its home licenses—including furniture from Bassett, area rugs from Shaw and lighting from ELK, among other categories—set up in trend vignettes as well as highlighted by category. While products aren’t sold at the 3,000 square-foot site, consumers can either go online to purchase items or receive a list of local retailers that sell each product.
In addition, shoppers can interact with flatscreens showing HGTV’s Pinterest and Instagram pages, and sign up to win $5,000 in an HGTV Home cash giveaway. Designers are also on hand to give consultations. Other flatscreens show HSN and HGTV programming. An associate said that the store will have a live stream with HSN later this month.
The pop-up store will travel to other cities—Philadelphia; Tysons Corner, Va., Chicago and Santa Monica, Calif.—through 2013.—Andrea Lillo