Case Study: VIEVE transforms its Glasgow pop-up into a two-year residency with Backlash

VIEVE extends Glasgow pop-up to a 4-month residency with Backlash

The makeup brand VIEVE engaged Backlash to redesign and develop their retail space in Glasgow's Buchanan Galleries for a four-month 2025 pop-up. Their challenge was to build on the success of a previous pop-up by creating a flexible space with interchangeable elements to keep it feeling fresh for repeat visitors over the longer duration.

Backlash created "The Glasgow Store," a semi-permanent, community-first destination designed to make customers feel 'At Home with VIEVE'. The solution included elevated displays for product exploration, masterclasses, personalized consultations, and a photobooth. The pop-up was an outstanding success, exceeding engagement and performance expectations. Its strong impact and sustained popularity led to the decision to extend the activation into a full two-year residency, cementing the brand's presence in its home city.

VIEVE