In the ever-evolving retail world where brick-and-mortar stores are frantically moving online while creative e-commerce companies like Fab and Quirky are opening physical storefronts, pop-ups continue to garner little discussion. Trickster, an upstart pop-up event focused on pop art and comics, aims to break that mold in its move to permanent digs.The Trickster store is the outgrowth of their annual gathering that connects creators and fans of pop-culture arts and comics through skill building workshops, rather than the soulless panel discussions that now dominate large shows like Comic-Con. It's a great event (see our story on the occasion for more details), but unfortunately this pop-up party only runs for a week per year.
The Trickster founding team includes Pixar artists Scott Morse and Ted Mathot, as well as Anita Coulter, who is the driving force behind their new storefront. Coulter says "I wanted to establish a base of operations that could be a community for the artists that participate in Trickster and also be a way to discover new talent. The pop-up is an event but the shop is a way of life. We could put down roots and see what Trickster could grow into by opening a permanent location."
Coulter found a space and a landlord who shared her vision, signed the lease, built out the store, and, despite some permitting snafus, opened on schedule a couple weeks ago. She seems to be glad the build up is over. "I am so happy I went into this with so little understanding of what's involved with opening a retail space. Had I known, I might have thought twice about it (or thirds)."
For anyone who has thought about opening a store, Coulter recommends considering the prices involved. She says "The biggest surprise for me was the sheer cost of it all." Lighting alone cost $5,000 and a proper sign added $2,000 to the total. She says "you spend a little more to get it right and then, no one notices — because it's the right choice. Making the wrong one will get you comments, making the right one is taken as a given."
In Coulter's opinion, design isn't just about making sure the space is well lit, it's also important to create a brand. She says "When we do the Trickster show, we don't really get a chance to design our space. Putting together the shop was a chance to say 'This is what Trickster looks like' and then, hopefully, be able to echo that look in future shows."
It wasn't enough to have the store look good on the surface, it also needed a soul. Coulter says "I did something that I've read about when people discuss Walt Disney Imagineering; I wrote a fake 'history' of the building. The space was actually built in 1913 but, I started my history in 1898. I wrote it, weaving some actual Berkeley history into the account, from 1898 to 1970 as I wanted the store to have elements from many time periods in it."
After collecting all this background, Coulter shared her vision with the design company Mignonne Decor. Coulter was very pleased with the results, saying of the designer "She 'got' it immediately and came back with a staggering drawing that felt like she'd plucked it from my head." Photos were exchanged, furnishings were found, and the space came together quickly. All the effort seems to have paid off — Coulter says visitors are surprised that the store is under a month old.
In addition to the costs, Coulter warns that patience will be a necessary virtue. She explains "We won't make a dime this year. It's just throwing money at it every day. Next year, we'll be lucky if we barely break even. In year three, the shop should be covering all its own expenses and not draining my personal finances. Year four we should start turning a profit and year five we can start paying back what we 'borrowed' from ourselves."
Trickster isn't just about selling prints and graphic novels — to survive in this new retail landscape, stores need to serve as a hub for a community. Coulter says "Trickster is known for its events. I had to make sure we kept that going in our space." This includes everything from author signings to themed life drawing classes. "In the future I'd like to start hosting Symposia, our intimate, ticketed workshop events, and I'd like to do more signings and book launches. I want the artists and writers to think of Trickster as a partner."
Photos courtesy of Anita Coulter
