If you’ve been in any large city centers recently, you may have seen the phenomenon known as “pop-up retail.” Taking shape in empty retail space or tucked into open public spaces, these temporary consumer outlets are a new take on the brick and mortar store. Under domes, inside temporary shelters or on portable platforms, brands are taking their consumer message to their audience.
According to Cradlepoint, Target was a pioneer in the pop-up merchandising concept, with their 1,500 square foot store in NYC’s Rockefeller Center. For five weeks in 2003, the retailer showcased their new line from designer Isaac Mizrahi. Gap, Adidas, Sony Ericsson and Nike are just some of the big-name retailers following suit and actively engaging with the public. (Source: Cradlepoint, Trends in Pop-Up Retail: Creative Merchandising Driven by Dependable Mobile Connectivity, 2012). Continue Reading →