Pornhub NYC popup tweet makes us nostalgic for physical stores

Earlier this year adult entertainment platform Pornhub opened its first Valentine’s Day popup shop in New York City’s Lower East Side.

Available for purchase were specially branded gifts including chocolates, flowers, mugs, apparel and teddy bears. These included a gift card valid for a one-month membership to Pornhub Premium, the company’s high-definition, on-demand premium subscription service, which is currently free amid the coronavirus lockdown.

The shop featured guest appearances from Pornhub brand ambassador Asa Akira, alongside several other models. It was promoting two things. The launch of a video generator that allowed fans to send personalised video messages to their loved ones on Valentine’s Day. And Premium being free of charge to the company’s fan base.

“Remember how fun it was to shop and hangout pre-social distancing? Can't wait to see everyone again, throwback to Pornhub's Valentine's Day pop-up shop in NYC,” the company tweeted yesterday.

Tough and surreal

These are incredibly tough times for many retailers. This past week, for instance, we reported that measures to fight the spread of coronavirus led to the worst decline in UK retail sales on record last month.

Meanwhile, major names including Oasis, Warehouse and Laura Ashley have called in administrators and Debenhams has said that at least seven of its department stores will not reopen after the high street lockdown eases, resulting in the loss of more than 400 jobs.

We’re also living in increasingly surreal times. As Iceland boss Richard Walker recently commented: “It feels like we have suddenly stepped into a parallel universe, where none of the normal conventions that have framed our lives apply.”

Retailers who are normally the deadliest of competitors have started talking freely to each other, sharing information and ideas, and standing shoulder to shoulder in a combined effort to feed the nation, Walker added.

The government has effectively nationalised the workforce and relaxed some of the normal industry competition rules. DEFRA and the British Retail Consortium are promoting industry co-ordination and co-operation as never seen before.

Here at RTIH, we are looking forward to the days when physical retail brings people together again.

The coronavirus has confirmed that bricks and mortar stores remain a hugely important piece of the omnichannel retail puzzle. It has served as a potent reminder of just how much we took for granted the act of shopping and hanging out pre-social distancing.

Stay safe and healthy. And see you on the high street when this is all over.