Please Stop This Pop-Up Store Nonsense
Can I ask all the people who work at advertising and marketing agencies who read this site to stop advising their clients to create pop-up stores. News that Pepsi are about to launch a pop-up store in New York reminds me that this style of marketing activity has become a cliche. The world is flooded with pop-up stores no-one wants or needs..
Sure, it makes your clients spend some more money with your agency when you convince your clients via PowerPoint that a pop-up store would bring their brands to life-like-life – but to be honest the world does not care about a temporary store about Pepsi. If we really did want a Pepsi experience, we would walk across the road to the deli and buy a can.
Sure we love it when Method does a store because it’s hard to find their bloody products so it’s great to get the whole range somewhere and sure we love Target‘s pop up stores because they’re fun and we also pretend that there isn’t that hell-hole version in Brooklyn for us to go to. Racked reports about the Pepsi Store:
Pepsi has decided to make an appearance with their new logo by hosting a one-day fling from 12-7pm on Saturday in the Openhouse event space at 201 Mulberry Street in Nolita. Reeling from their success last week in LA, the “Pepsi Proper” Shop, co-sponsored by streetwear site Hypebeast, will absolutely be attracting an eclectic crowd.
No doubt there will be free Pepsi, but again the idea is to buy things; products from brands like Commonwealth, Rockport, Jeff Staple, Violette, Hellz Bellz, and Orchard Street will fill the space while DJs spin to get you in the spending mood.
Love the Staple and the gang but it sounds like it’s marketing by association. Pop Up Stores are last year’s graffiti covered products which were the year before’s customized designs. Come on… we were writing about them in 2004.
Agencies: please stop reading the cool sites and start doing cool stuff instead. Ah, but then you wouldn’t work in advertising would you…