Ford pops up in Portland

Ford is trying to appeal to a younger, hipper demographic with their pop-up shop in the space vacated by Music Millennium.

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Ford Motor Co. is opening a pop-up shop in Northwest Portland for four weeks to market the reintroduced Fiesta.

The building, previously occupied by a Music Millennium, will also feature clothing designer Local35, and host a concert series by Spin Magazine.

The pop-up shop — and more will follow in other western cities — aims to introduce the car to those young consumers in a more authentic way, said Jeff Guettler, president of Taow, the Portland-based marketing firm that developed the pop-up strategy — which they call a “cultural hub” — for Ford.

“It’s all about the brand experience,” Guettler said. “(Ford) knew they had to create some kind of way to experience the car on their own terms.”


{biztweet}Ford Fiesta{/biztweet}