Virtual pop-up

Customers can access The Magic Hour online pop-up only once they have reached a pre-determined location activated by their mobile’s GPS. The stores are open for one hour twice a day during the magic hours just before dawn and dusk, which Peak Performance considers ‘the perfect time for outdoor activities’. Once in the correct location, the virtual store is activated via a mobile device and customers can access free products from the brand as a reward for their endeavours.

The Big Picture: Brands are creating Phygital experiences that challenge people to be active participants in the brand as opposed to passive consumers.