The whole concept of a pop-up shop is that it’s temporary and fleeting, which is why I thought it odd that a company called BrandNew Stores would be offering a permanent location for pop-ups. Investigating further, however, it all makes sense. BrandNew Stores aims to create a network of fixed environments for temporary pop-up stores so that brands can benefit from a regular retail environment—“experience marketing,” SpringWise.com calls it.
The space provided by BrandNew Stores will allow brands to present themselves in a normal retail environment for a short period of time. The brand can use it however they want: to present and sell products, or create customer awareness through promotions and campaigns. According to SpringWise.com, BrandNew Stores’ will be equipped with video screens, interactive floor projectors and other elements that make it easy for brands to present themselves.