Pop-up stores for good
In autumn 2020, nine shopping destinations in France partnered with the Red Cross to create charity pop-up stores. These included Westfield Forum des Halles, Westfield Euralille, Westfield Carré Sénart, Westfield Rosny 2, Westfield Vélizy 2, La Part Dieu, Westfield Les 4 Temps, Rennes Alma and Westfield Parly 2.
These clever “reverse stores” turn the fundamentals of retail on its head, beginning the day empty and gradually filling up. They serve as donation and sale points for secondhand items, while promoting the circular economy, and highlighting how clothing donation can help reduce our environmental impact. According to the Ellen MacArthur Foundation, a truck load of textiles is thrown away every second.
The reverse stores also raise awareness of the work of the Red Cross, and establish a tangible and meaningful link between donors and beneficiaries.
In total, our teams collected 6.5 tons of textiles in 10 days, a testament to what can be achieved together.
