Subway Opens New Pop-Up Store: DeliWay – Brand Strategy > Brands

The Subway restaurant chain announces the return of its pop-up store concept for the third consecutive year. After a “CookieWay”, a pop-up dedicated to cookies, and a MultiWays, an immersive experience, it’s time for DeliWay in 2024. In the revisited vintage setting of a traditional Italian Deli – in the heart of Châtelet in Paris, from Saturday 21 to Sunday 29 September 2024 – it will be possible to discover the limited-time recipes from Subway’s “Italian Collection”: Chicken Pizziola, Spicy Italiane and the Meatball Marinara, exclusively available in this pop-up store. This collection of recipes pays homage to the history of the brand, founded in 1965 by Fred DeLuca, from a modest family of Italian immigrants in New York and strongly influenced by his mother, “mamma Carmela” who cooked him authentic dishes with Mediterranean flavors, to create gourmet and customizable “Subs” sandwiches.

DeliWay, the new ephemeral space

In this ephemeral DeliWay space, visitors will be able to taste Italian recipes in an immersive setting with Italian accents that is ideal for photos. By crossing the trompe-l’oeil shelves, it will be possible to discover surprise objects and brand items cleverly hidden in pizza boxes or canned goods. In addition, behind the appearances lies a clandestine experience. The entrance is hidden in a falsely innocuous decorative element, to reveal a secret room that plunges directly into an escape game. This will reveal a well-kept secret where each clue to the plot reveals the ultimate mystery. Every detail of this event has been designed to transport consumers into a universe where Italy meets the unexpected. An opportunity to learn more about the history of Subway.

Entrance to the Deli is free, but to access the hidden experience, a reservation is required. Tickets are €10, available via Fever and the entire price of the tickets will be donated to the Cop’1 association which works against student precariousness.