Open Soon/Opening Now: The Art of the Pop Up
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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Recent Articles By Lisa Baldini 
Lisa Baldini is a regular contributor to PSFK.com. As a student of Graham Harwood, Luciana Parisi, and Matthew Fuller, Lisa's interest in technology lies in how culture is changed from the bottom up through history, materiality, databases, user experience, and affective computing. A student of social media marketing, she sees how people try to engage consumers through technology and how much failure is at hand by misunderstanding the medium. A teacher at heart, she writes and curates in an effort to link the knowledge derived between the academic, art, and business worlds.
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| TOPICS: | Advertising, Branding & Marketing, Arts & Culture, Design & Architecture, Entertainment |
| TAGS: | amsterdam, contemporary art, dutch art, Laurence Aegerter, performance art, pop up |
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