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Hype: Kobe Bryant’s Last Game

Per The Hollywood Reporter:

Coinciding with the legendary No. 24’s last game, iRENA and CAA Premium Experience set up a travel and entertainment package.
In January, CAA Premium Experience — a division of agency powerhouse Creative Artists Agency — announced a partnership with iRENA International, a China-based sports hospitality and event management company, to offer customized VIP experiences in the worlds of basketball, tennis, entertainment and fashion.

One of the partners’ first projects has a lot to do with retiring Los Angeles Lakers star Kobe Bryant. Patrick Courrielche, a rep for iRENA, filled The Hollywood Reporter in on the details.

For the full article, go here.


As written by Jeff Swystun for Business 2 Community:

In 1997 Patrick Courrielche, a creative and political pundit, devised what was later called a one-day “ultimate hipster mall.” This is notable for two reasons. First, it was one of the first examples of what we know now as a pop-up retail. Second, I was unaware that the term “hipster” existed in 1997. My research shows it was coined in the 1990’s but did not become uber popular until the 2010’s. Did you notice that I fit “uber” into that sentence. Did you also notice that I am wildly off topic because this is supposed to be about pop-up retail?

Courrielche’s event was actually called The Ritual Expo. It was the catalyst for companies that liked the idea of creating short-term experiences to promote their brands to specific audiences. It prompted AT&T, Levi-Strauss, and Motorola to work with Courrielche on pop-up shopping experiences.

Read full article here.

The “Parent of Pop-Up”

Patrick Courrielche is credited as the “parent of pop-up” retail by real estate titan CBRE’s industry magazine, IN_retail:


By Sean Kelly

You can almost hear the clarion calls of delight from the nation’s malls and high streets. Pop-up stores and so-called ‘flash retailing’ are now a significant part of the retail firmament. 

The fast retail sales sector has come a long way since arts-based marketing and publicity executive Patrick Courrielche, who is generally credited as the parent of pop-up, launched the Ritual Expo event in Los Angeles in the 1990s. Courrielche effectively brought a generation of short notice, word-of-mouth trunk and sample sales out of the closet and injected independence, immediacy and excitement into retailing. 

“In 1997 I started doing pop-up stores in Los Angeles for hard-to-find youth clothing manufacturers,” he recalls. “Some of our early clients used them as hybrid sample sales and marketing vehicles. Their marketing budgets were minimal, the internet wasn’t what it is today and they saw our one-day ‘hipster malls’, as they were starting to be called, as a perfect vehicle to reach the cool kids.”

“Because we were [in] uncharted territory, large brands were a bit sceptical about getting involved at first,” he says. “That changed with the publication of [The] Tipping Point by Malcolm Gladwell in 2000. It was a wildly popular book within the US advertising industry that emphasised the importance of reaching the ‘influencers’ and cool kids in selling a company’s products. It wasn’t long after that larger companies like Levi Strauss, AT&T and Motorola began seeing pop-up stores as interesting, non- traditional advertising vehicles to reach cultural influencers. So pop-ups changed from small companies marketing their products in a cost-effective way to large companies testing and/or seeding their products with cultural influencers.”

Read the entire feature article here.