Ford pops up in Portland

Ford pops up in Portland

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}