When SHEIN approached The Concierge Club with a challenge to activate their brand in Montreal, they weren’t just looking for a pop-up; they wanted a movement. What resulted was a two-storey experiential takeover that transformed downtown Montreal into a retro summer paradise and became one of the year’s most talked-about brand activations.
Taking cues from Sabrina Carpenter’s viral “Espresso” music video, the anthem of the season, the SHEIN Montreal Pop-Up sold a feeling, a vibe, and a throwback to playful, pastel-drenched summers with just enough edge to resonate with both loyal SHEIN fans and curious newcomers.
From the moment guests stepped inside, they were immersed in a multi-sensory brand experience that blended bold visuals, nostalgia, and innovation. The space was alive with vibrant colours, vintage-inspired decor, and unexpected details, such as retro living room setups and a full-sized pink tennis court doubling as a photo opportunity. The pop-up also featured a SHEIN-branded nail art bar, a fan favourite that had lines out the door and social feeds buzzing.
But it wasn’t just about Instagrammable moments. The event was deeply rooted in the values of inclusivity and sustainability. Attendees were invited to donate gently used clothing to the EvoluSHEIN Clothing Donation Box in exchange for discounts—a partnership with a local nonprofit that highlighted conscious fashion choices. Displays featured inclusive sizing, and the layout was purposefully accessible, ensuring every guest could move comfortably through the space.
The event’s success wasn’t accidental. Behind the scenes, careful planning ensured that every element, from logistics to custom fabrication, was executed seamlessly. Every detail was thematic, from staff uniforms to furniture to prop styling, reinforcing the retro summer narrative with remarkable cohesion.
Over its run, the SHEIN Montreal Pop-Up drew over 7,700 attendees, sold out 100% of its inventory (an impressive 14,000 units or more), and built meaningful brand loyalty in a competitive market. But more importantly, it left people talking and sharing. The content generated during the activation extended the pop-up’s reach far beyond the venue walls, proving that when great design meets strategic intention, the result is unforgettable.
With a nomination for a Canadian Event Award now under its belt, the SHEIN Montreal Pop-Up is more than just a stylish case study, it’s a new benchmark for what immersive retail experiences can be.
To learn more about The Concierge Club, visit their website and social media pages.
