In the first week of February, Chelsea College of Arts delivered a 3-day course in Dubai on Designing Pop Up Shops and Events. This full day course was attended by students from all over GCC; Bahrain, Riyadh and UAE to name a few regions. The course was well structured in 3 days and allowed students to learn and execute their ideas, at the same time.

It was a great experience for entrepreneurs, designers and marketing executives, who are just starting their career and would like to learn how to successfully setup their pop up shop in the given budget and time frame. The course offered students a chance to learn about different types of pop ups, how to creatively conceptualise the layout, different ways of cobranding with non competing brands and the importance of creating a memorable experience for visitors.

From location to blue print, objective to brand story; the course offered an insight into different elements of designing a Pop up Shop or Events. The course taught students how to invest in merchandising and marketing to build excitement and momentum about the brand during the period of event.

The course concluded with an outline of multiple channels through which students can promote the pop up to create footfalls and measure their marketing techniques. From digital marketing to traditional printing, the course talked about various channels and how they’re beneficial. The tutor also discussed the different ways of measuring the success of the pop up and return on investments.

On the last day, each student presented their business idea and how they plan to display it through their pop up. Each student presented for maximum 15 minutes and discussed everything from their aim and objectives to selling their products to customers at the pop up. The course gave students a direction to enter the professional world and offered them a platform to communicate and learn from like minded people.

The course was conducted by Valentina Gonzatez Wohlers who specialises in bespoke furniture and design. Originally from Mexico, Valentina has over 15 years of experience in Interior design and owns her bespoke design company in London called WOH & CO and often gives lectures at different design institutes in London.

“Having the opportunity to come to the UAE and work with amazingly creative people is a blessing. Sharing knowledge and experiences enrich all of us. Our futures rely on education and UAE offers a great international platform for it. I look forward to continue working together. Thank you.” Said Valentina on her first experience at teaching in the UAE.