From Branded Skate Park Pop-Ups to Seafaring Beauty Pop-Ups

By: Katherine Pendrill - May 27, 2016
In recent years, multipurpose pop-ups have become a clever way for brands to showcase their products and demonstrate how these items can be used by the consumer. Not only do these kinds of pop-ups create a more interactive shopping experience, but they also help consumers connect to the brand by giving them a chance to test out the products themselves.

One of the reasons multipurpose pop-ups have become a popular option for brands is because of the flexibility they provide. Since pop-up shops are only open for a short period of time, brands can easily provide a host a services that compliment its products. For instance, beauty brands such as Kiehl's and Benefit have launched pop-ups offering professional grooming and salon services on-site.

Another reason that brands favor multipurpose pop-ups is because it gives them an opportunity to showcase their identity. For example, at a recent Reebok pop-up, brand ambassadors were performing exercises in the store to demonstrate the brand's commitment to fitness. Similarly, Patagonia created a mobile store made from recycled materials in order to promote the brand's culture of sustainability.