EMERGE, Taubman's Pop-up at Twelve Oaks Mall, Gives Small Brands the Chance To Shine

By Lisa Benedict

With locations all over the world, Taubman, FashionSpeak's presenting sponsor for five years straight, is a leader in the retail industry. Based in Bloomfield Hills, Michigan, Taubman continues to expand its holdings while keeping their brick and mortar locations fresh and innovative. One such fresh idea is a new venture within some of their malls (including Twelve Oaks Mall in Novi) called, “Emerge.” Emerge is a pop-up that gives small business owners the chance to operate and run their business from a dedicated storefront location for a period of time.

Detroit Garment Group spoke with Lori McGhee, Taubman Group Director, Specialty Leasing, about the EMERGE program.

Detroit Garment Group: The Emerge pop-up is something new for Taubman. Can you elaborate on the program? Is Twelve Oaks the only mall that Emerge is located at?

Lori McGhee: The pop-up boutique concept has long been a priority for Taubman and its centers as a way to deliver a dynamic shopping experience and help brands expand their reach. We initially launched EMERGE at Taubman Prestige Outlets (Chesterfield, Mo.) and then at Twelve Oaks Mall. Curated exclusively by Taubman, the new retail concept features a diverse collection of merchandise from up-and-coming designers and artisans in a co-op, marketplace setting. However, it’s important to note that the majority of Taubman’s shopping centers feature a variety of pop-ups, including the popular American Girl at Twelve Oaks (now open through the holidays) and City Creek Center in Salt Lake City (opening this fall). Additionally, the Hello Kitty Cafe Truck is a mobile vehicle of cuteness that offers a delicious array of sweets and goodies. The truck visited many of our centers, including Great Lakes Crossing (Auburn Hills, Mich.). The turnout was so successful, they are returning to Great Lakes next month for a second visit and they visited Dolphin Mall (Miami) twice this year as well. High-tech indoor cycling company Peloton has pop-ups at both Cherry Creek Shopping Center (Denver) and The Mall at Short Hills (Short Hills, N.J.). These are just a few of many emerging brands Taubman is working with.

DGG: Does the program only cater to those in the fashion industry or can any small business apply for an opportunity to host their store?

LM: This concept is for all types of emerging brands, not just those in fashion. We’ve worked with vendors that manufacture furniture, as well as skincare and food products. Our goal was to create something truly special for our shoppers and introduce them to new brands that are resonating with consumers. Many of these merchants don’t have a retail store, so pop-ups in general and concepts like EMERGE provide an opportunity for them to reach more customers and tell the story of what makes their brand and products unique. We want EMERGE to be a platform for brands to prominently showcase their products and gain access to new demographics.

DGG: How long is the program going to last?

LM: Both EMERGE programs are available for a designated period of time. EMERGE at Twelve Oaks Mall and EMERGE at Taubman Prestige Outlets will be open for the holiday season, every Friday, Saturday and Sunday beginning Nov. 17 through Jan. 7.

DGG: Does Taubman see the Emerge pop-up venture as a new way to shop as we are seeing flagship brick and mortars are closing?

LM: Research shows that consumers still want to see, feel and try the merchandise, so a brick-and-mortar location can be very appealing. Physical locations allow these brands to connect with customers in a way they couldn’t before. Additionally, brands often view pop-ups as an opportunity for quick exposure to introduce new or enhance existing products. Some may not want the pressure of a long-term lease commitment, so pop-ups can serve as a possible stepping stone for something bigger. We’ve found that it’s all about the experience. When visiting a new and exciting pop-up, many feel like they’re getting the inside scoop on new trends and unique products. These stores are a great way for consumers to check out new products and learn more about emerging brands.

NOTE: Lori McGhee, Taubman Group Director, Specialty Leasing, oversees the EMERGE pop-up initiative for Taubman. She will be making the opening remarks at FashionSpeak on Thursday, October 12, and will be available after her remarks for questions regarding the pop-up opportunity for anyone interested.