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Open Soon/Opening Now: The Art of the Pop Up

Open Soon/Opening Now: The Art of the Pop Up
Lisa Baldini

Over the last couple of years, we’ve chronicled the rise of brands creating pop-up stores to earn street cache. In an interesting twist of art imitating advertising, Amsterdam-based artist Laurence Aegerter has created the Opening Soon/Opening Now series of pop-up events and stores that address gentrification within Amsterdam (part of the Red A.I.R. program). Staging the project within a former brothel over the course of the past year, Aegerter has transformed the space into a library, a Turkish snack bar, a golf club and a soon to be functioning public swimming pool among others.

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