SAN FRANCISCO – Polestar, an electric car brand, recently opened a pop-up store in Macy & # 39; s Union Square on Geary Street. Polestar located the downtown location to showcase its range of advanced performance vehicles.
"Our rooms should inspire, inform and inspire, while creating a unique, unforgettable experience in which the customer always comes first," said Gregor Hembrough, Head of Polestar North America. "We want our cars to be just as fun to buy as they are to own."
Polestar offers a digital first model where everything from configuring a car to booking a test drive can be done online. The retail spaces are minimalist and modern.
"Polestar's innovative vision and brand perfectly complements this iconic San Francisco location and provides visitors with an exciting and interactive experience," said Charles Kim, Macy's Union Square store manager.
Cushman & Wakefield's retail services represented both parties in the transaction.
"This is an exciting and significant store opening in Union Square, an area that has been short of retail newbies during the pandemic," said Kazuko Morgan, vice chairman of Cushman & Wakefield. “Polestar selected the Macy's location because of its high profile and one of the most prestigious locations in San Francisco. They really created an experimental store that is in line with their brand's innovative vision. "
With AR and VR, visitors can see the cars in different configurations and environments. Atelier tables have a workshop-like feel and encourage potential owners to get creative. Material and color samples provide a tangible version of what is displayed on screens across the room.
While COVID has whale loops at retailers, many have responded with creative ways to attract pedestrian traffic. The Polestar popup is a remarkable way to do it, says Morgan.
"Like many retail markets around the world, COVID-19 has had a huge impact on Union Square, making this transaction all the more meaningful and exciting for this shopping district," Morgan told GlobeSt.com. “This is a monumental deal with two well-known brands, Macy & # 39; s and Polestar, that happened 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 bring customers further to Union Square, a leading global travel destination. "
Polestar takes the necessary precautions to ensure the safety of customers during visits. Therefore, the opening times may change due to local restrictions.
Earlier this year, CNBC reported that Macy's eligible employees at the Folsom Street Tech Center will be offering severance pay. The technology center is relocated to New York and Atlanta. Those corporate jobs will be cut when Macy & # 39; s closes its offices in Cincinnati and San Francisco and leaves New York as sole corporate headquarters.
The company stressed that all 20 stores in the Bay Area, including the Union Square store, will remain open. Macy & # 39; s, like colleagues Nordstrom and JC Penney, is facing increased competition and is responding by closing 30 stores across the country. These store closings account for about one-fifth of Macy's current total sales and annual sales of $ 1.4 billion.