Patrick Courrielche
| Patrick Courrielche | |
|---|---|
| Born | California |
| Nationality | Hispanic |
| Alma mater | University of California, Los Angeles |
| Occupation | media entrepreneur |
| Known for | Pop-up retail, Citizen Journalism |
| Spouse(s) | Adryana Cortez |
| Website | www.inform-ventures.com |
Patrick Courrielche is an American media entrepreneur, writer, arts advocate, and political pundit, known for pioneering the pop-up retail trend.He has written articles for and appeared on a variety of media outlets. His writing has led to the White House issuing new federal guidelines, and the international music industry suing a website for copyright infringement.
While working as an applied physicist for aerospace firm TRW Inc., in 1997 Courrielche started the now ubiquitous pop-up retail trend - or short-term sales spaces - with an event called the Ritual Expo. Initially a nightclub-meets-shopping experience, the event would eventually focus solely on creating temporary shopping experiences during the day and was initially called the "ultimate hipster mall." The event was known for attracting style brokers and cultural influencers in Los Angeles. According to Courrielche, he started his pop-up retail stores with smaller, hard-to-find clothing manufacturers because large corporate brands did not immediately find value in the new concept. That all changed with the 2000 publication of The Tipping Point by Malcolm Gladwell. In his book, Gladwell emphasized the importance of connecting with "influencers" to sell a product or service. Companies began contacting Courrielche to create pop-up stores to reach these influencers, and he eventually sold the Ritual Expo to the creators of Lollapalooza and began working with Levi Strauss, AT&T, and Motorola to execute pop-up retail stores all across the US that featured their products alongside smaller fashion brands and artworks by Shepard Fairey and Dave Kinsey. Courrielche is now referred to as "the parent of pop up."
In 1998, Courrielche started a lifestyle marketing & PR firm, Inform Ventures, with his future wife Adryana Cortez, and in 2003 began work with Toyota launching its new youth brand Scion – considered culturally significant for its use of the arts in attracting customers. He handled Scion's public relations and promotions during the launch, created and produced several branded-entertainment films, including a 2004 docudrama featuring Questlove from The Roots and a 2007 short-film featuring Biz Markie, and in 2005 helped create and launch Scion Audio/Visual - one of the first brand-funded record labels. The launch was highlighted as "the most successful automotive brand launch in the history of the auto industry of North America," with several books and researchers publishing analysis on the launch for its novel approach.
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