Polestar Popup Looks to Attract Needed Foot Traffic to Union Square
There has been a scarcity of Union Square retail newcomers during the pandemic, and Polestar chose the Macy’s location for its high-profile nature, which should drive customers to the popup location.
SAN FRANCISCO—Polestar, an electric performance car brand, recently opened a retail pop-up shop at Macy’s Union Square on Geary Street. Polestar pinpointed the downtown location to showcase its line-up of progressive performance vehicles.
“Our spaces are designed to inspire, inform and delight while creating a unique, memorable experience that always puts the customer first,” said Gregor Hembrough, head of Polestar North America. “We aim to make buying our cars as fun as owning them.”
Polestar offers a digital-first model, in which everything from configuring a car to booking a test drive can be done online. Its retail “Spaces” are minimalistic and modern.
“Polestar’s innovative vision and brand is the perfect addition to this iconic San Francisco location, offering an exciting and interactive experience for visitors,” said Charles Kim, store manager at Macy’s Union Square.
Cushman & Wakefield retail services represented both parties in the transaction.
“This is an exciting as well as significant store opening in Union Square, an area which has seen a scarcity of retail newcomers during the pandemic,” said Kazuko Morgan, vice chairman of Cushman & Wakefield. “Polestar chose the Macy’s location given its high-profile nature and in being one of the most prestigious locations in San Francisco. They’ve really created an experiential storefront space coinciding with the innovative vision of their brand.”
AR and VR allow visitors to see the cars in various configurations and environments. Atelier tables give a workshop-like feel, encouraging prospective owners to get creative. Material and color samples are on hand for a tangible version of what’s displayed on screens throughout the space.
While COVID has walloped retailers, many have responded with creative ways to attract foot traffic. The Polestar popup is one notable way of doing that, says Morgan.
“Like many retail markets around the world, COVID-19 has had a large impact in Union Square which makes this transaction that much more significant and exciting for this shopping district,” Morgan tells GlobeSt.com. “This is a monumental deal involving two high-profile brands, Macy’s and Polestar, and that has transpired in one of the most prestigious locations in San Francisco. Polestar has created a very innovative and unique space, and their presence here should help further drive customers into Union Square, a top global destination.”
Polestar is taking necessary precautions to keep customers safe during visits. As such, opening hours may also change due to local restrictions.
Earlier this year, CNBC reported Macys will be offering severance to eligible staff at the Folsom Street tech center. The tech center’s operations will be moving to New York and Atlanta. These corporate jobs will be shed as Macy’s closes its offices in Cincinnati and San Francisco, leaving New York as its sole corporate headquarters.
The company emphasized that all 20 Bay Area stores including its Union Square store will remain open. Macy’s, like its peers Nordstrom and JC Penney, is facing stiffer competition and responding by closing 30 stores across the country. Those store closures represent about one-fifth of Macys current total and $1.4 billion in annual sales.