The pop-up phenomenon dates back 2004, when fashion brand Comme des Garcons opened a guerrilla store in Berlin, followed by a long list of known brands, such as ony Ericksson, Levi’s, Breil, Uniqlo or the most recent ones of Apple, Nokia, and Adidas Originals. (full article here)
Other interesting articles have been published last year such as: Oliva e Marino – The pop-up store of Pavesi, Barilla and H&M in the quicksand – A very short pop-up story.
Pop-up are still interesting as marketing tool?
Are they a sustainable business?
What is the difference between a pop-up store and a “movable structure” like a small truck selling food?
Can we still consider it a new trend?
What can be done next?
Well, you kind opinion is very much appreciate because I think that within the general economic crisis, we need to find a new way to engage with consumers and to be able to drive investment beyond the life span of the pop-up store. So, any idea?