Held in May 2025, the two-day pop-up kiosk centred around complimentary sampling and personalised skincare consultations, creating an approachable entrypoint for customers to discover Go-To’s cult-favourite products. Despite the complimentary focus, direct sales exceeded expectation - proving exceptional conversion potential when sampling is executed with clear intent.

The impact extended beyond the Go-To Skincare kiosk itself. The precinct’s MECCA store also experienced a sales lift and foot traffic increase compared to the same period the previous year, building valuable momentum in the lead-up to the September launch of MECCA's large-format flagship. This halo effect validated the approach of positioning complementary retail experiences that strengthen the entire beauty precinct rather than diverting spend from existing traders.

The results showed how carefully curated pop-ups can serve multiple stakeholders simultaneously – introducing emerging brands to new markets, driving measurable uplift for established retailers, and enhancing the centre’s reputation as a destination for quality beauty experiences. Go-To’s success in Canberra has established a replicable blueprint for beauty brands seeking to bridge digital communities with physical retail discovery.