Ford Fiesta is chillin’ with the hipsters in Portland this month.
According to The Oregonian, Ford will share space with a clothing retailer Local35 by day. At night, the so-called “pop-up” shop will host parties and a concert series put on by Spin Magazine.
The pop-up shop 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.”