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.

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