We’ve all seen these fleeting stores that open for just a few days, then are gone in the blink of an eye. Target was the first to grasp this idea in 2002 by setting up a barge in New York during the holiday season after failing to secure a retail space in Manhattan. Since then, we have seen container ships turned into stores for Uniqlo, Starbucks Salon’s Altoids Anti Valentine venues as well as numerous other brands have joined the party, but to compare it to a nightclub?
"Just like a nightclub that attracts the trendiest party goers by moving its location every weekend, pop-up shops create excitement simply by their transient nature." This according to Brand Experience
Lab. The New York-based marketing company.
Well in the case of Kraft who has decided occupy a space for 3 days in Michigan I can see the similarity. As the location they have chosen has previously held pop up shops by Lexus and Motorola. In essence a club with a shelf life for a few months, only to be turned around with a new name.
The premise of a pop up shop is to become an unexpected part of the landscape not a store front that just can’t decide what it wants to sell.
Chicago Tribune: Pop-up stores aim to create a buzz in fleeting existence
Contributed by Amy Daroukakis
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