This shoe retailer is elevating the holiday retail pop-up experience into an opportunity to make a difference in children's lives, blending philanthropic initiatives with an immersive space

Buy, buy, buy can be the mantra for Black Friday and Christmas shoppers, with the retail focus imparting to consumers the idea of material goods equating to happiness. However, the holidays are also a time for giving back and remembering what we are thankful for, something shoe retailer DSW is working to remind shoppers of. As identified by PSFK researchers in our recent compilation of the hottest holiday activations taking NYC by storm, the retailer is hosting its first-ever seasonal popup called DSWGives Do Good.

The popup will encourage shoppers to reflect on the importance of giving back during the busy buying months, asking customers to donate new and gently used shoes for repurposing in children's uniforms, with sustainability initiatives and for the health of vulnerable populations. Visitors to the event will also be able to participate in immersive experiences that demonstrate the effect of their donations, as well as volunteer with DSW's philanthropic partner Be Strong to empower children through an anti-bullying campaign.

The activation will also include an accompanying digital store, and is set to open its brick-and-mortar location from December 12 to 15 on Broome Street in New York City.

DSW

Lead image: Mike Mozart via Flickr