On November 8, 2017, Avanti Salon celebrated the grand opening of its temporary location, a pop-up Blow Dry + Treatment space on Newbury Street along the Charles River in Boston.
Featuring blowouts, and transformative treatments, Avanti’s pop-up location delivers a new kind of salon experience. Both posh and convenient, Avanti fits in perfectly along Newbury Street – and the highly visible pop-up shop is quickly bringing notoriety to the salon’s long-term, second story location.
“It’s very difficult to get on the first floor of Newbury Street,” says Stephen Alex Lacobacci, owner of Avanti. “The rent is astronomical! The space beneath our salon has long been vacant, so we worked out a short-term deal to create a holiday-hair pop-up.”
In fact, the value of the temporary location may lie not only in its novelty, but instead, in its ability to market the more permanent brick and mortar location. “We’ve gotten a lot of local press. It’s great to see one of the ‘little guys’ next to nationally and internationally acclaimed storefronts," says Lacobacci.
Eventually, Lacobacci would like to take his pop-up concept on the road. “The location has offered us great advertising, and great exposure. If I took Avanti on the road, I imagine that it would be great advertising. I’d rather spend $10,000 on a pop-up location, than advertise in other places in a more conventional way.”