Earlier this month, Kate Spade Saturday launched a pop-up shop right below our Manhattan office on 18th Street just off Fifth Avenue. And it has all the right ingredients to make New Yorkers smile: newness, instant gratification, and technology.

We watched the team renovate the storefront space with alacrity the instant the previous tenant vacated. Overnight, the freshly painted bright yellow windows served as a beacon to announce summery fun. One day later the windows filled with brand signage and a rotating collection of merchandise (curated around a pattern, palette, or silhouette).

Then there’s the thing that sets this effort apart from so many other pop-up shops: A giant touch screen that resembles an iPad and allows passersby to make an ecommerce purchase right on the sidewalk. It’s an impressive bit of tech done through a partnership with eBay.

This over-sized screen means there’s no need to enter the store (in fact, the doors are locked), but the sign promises free delivery within an hour. New merchandise in the windows each Saturday keeps interest high, but there’s something else at work, too. In a recent Huffington Post article, Kate Spade CEO William McComb said the concept allowed the brand to accomplish in 2,000 square feet of store space what normally requires 10,000.

It is unlikely that the shop will produce profits for the brand, especially with the cost of the free returns factored in, but that’s rarely the point of pop-ups. Instead, this omni-channel, 360-degree integrated campaign strengthens the new Kate Spade Saturday line and gives consumers another reason to fall in love with it.

We saw the window display stop traffic (both cars and pedestrians) as people stopped to toy with the touch screen and watch others do the same. We also marveled at the cohesiveness of the email marketing, Tweets, Facebook posts, and Instagram photos that supported the launch.

The location near our office, as well as three other downtown locations, will be open for one month (through July 8). The concept was piloted in Japan recently as well, where out-of-home billboards for touch-screen shopping are more common.

Kudos to the marketers at Kate Spade for a job well done!

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