The dawn of what is now perceived as pop-uppery is usually traced to a gray Berlin day in 2004 when Rei Kawakubo, the driving force behind the avant garde Comme des Garcons fashion brand created a temporary shop in an abandoned building. Since that time pop-ups have become a key element of popular culture with the pop-up concept being applied to art exhibits in gymnasiums, concerts in laundromats, restaurants in empty gas stations, movies projected on hay bales, and just about every other out of left field event you can think of as well as many that no certifiably sane person could ever think of!
The artistic & cultural aspects are paramount
No limit to the potential locations
Bringing life to abandoned & forgotten corners
Landlords get free cosmetic decoration & maintenance
While it is highly unlikely that pop-up events can restore grand symbols of our national decay such as the Packard Plant in Detroit, there is no doubt that the trend is helping to restore life and vitality to some depressed areas of our inner cities. If you’re a landlord who has been saddled with one of these perennially empty structures you’ll find that it’s a great way to promote your property, get some feet marching through the doors, and even be left with some cosmetic decoration and maintenance provided free of charge by the pop-up tenant.
The pop-up phenomenon has attracted the attention of corporate boardrooms and some major brands have taken the plunge into this brave new world of retailing. When you have big guns like Gucci, Colette, Kate Spade, Louis Vuitton and even Target Stores embracing the pop-up retail trend you know that you’re riding a wave that is only going to keep rising and rising. Pop-ups have a natural affinity for social media and email marketing oriented brands, so if you’ve already mastered the art of online promotion, pop-up events can be your best strategy for engaging your local customers!
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