Pop-up establishments are becoming increasingly common in today's marketplace, and it's not hard to see why. With low overhead costs, enhanced flexibility and the ability to instantly create excitement around a brand at targeted locations, these pop-up shops, restaurants and other establishments seem to get all of the rewards but with none of the risk.
Previously, pop-up establishments were centered on fashion -- apparel brands like Puma and Comme De Garcons were among the first to try pop-up retail. Now, however, brands the world over, including Coca-Cola, Apple and Google, have launched their own versions of these temporary (some might even call them guerrilla) businesses.
As consumers continue to enjoy the novelty -- and often the freebies -- involved with temporary shops, we will certainly be seeing more of these pop-up establishments in markets around the globe.
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Temporary Biz, from Pop-Up Fashion Restaurants to Pop-Up Nightclubs
Published: Oct 7, 2011