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Pop-up retail, also known as pop-up store (pop-up shop in the UK, Australia and Ireland) or flash retailing, is a trend of opening short-term sales spaces that last for days to weeks before closing down, often to latch onto a fad or scheduled event. The modern trend of pop-up retail started in Los Angeles in the late 1990s, and went on to become used internationally, being particularly popular in the United States, Canada, United Kingdom and Australia. Pop-up retail was an increasing factor during the
retail apocalypse The retail apocalypse refers to the closing of numerous brick-and-mortar retail stores in the United States, especially those of large chains, beginning in the 2010s and accelerating due to the mandatory closures during the COVID-19 pandemic. In ...
of the 2010s, including seasonal
Halloween Halloween, or Hallowe'en (less commonly known as Allhalloween, All Hallows' Eve, or All Saints' Eve), is a celebration geography of Halloween, observed in many countries on 31 October, the eve of the Western Christianity, Western Christian f ...
retailers who operate stores in vacant spaces during the season. In 2018 the pop-up industry was estimated to be worth $50 billion.


History

The term pop-up retail can be traced to the late 1990s, although temporary retail options, such
street market A street market or open-air market, with alternative names such as: market square and sometimes charity market, in cases where the sale is made for charity reasons, is a market that is set up on certain days of the week, generally on the street i ...
s and
fair A fair (archaic: faire or fayre) is a gathering of people for a variety of entertainment or commercial activities. Fairs are typically temporary with scheduled times lasting from an afternoon to several weeks. Fairs showcase a wide range of go ...
s, have existed for centuries European
Christmas market A Christmas market is a street market associated with the celebration of Christmas during the four weeks of Advent. These markets originated in Germany, but are now held in many countries. Some in the U.S. have Phono-semantic matching, adapted ...
s, seasonal farmer's markets, holiday fireworks stands,
Halloween Halloween, or Hallowe'en (less commonly known as Allhalloween, All Hallows' Eve, or All Saints' Eve), is a celebration geography of Halloween, observed in many countries on 31 October, the eve of the Western Christianity, Western Christian f ...
costume shops, consumer expos, and event-specific concessions are other examples of temporary retailing. The Ritual Expo was one of the first iterations of the modern pop-up retail store. Not yet referred to as pop-up retail, the 1997 Los Angeles event was created by Patrick Courrielche and was later branded as a one-day "ultimate hipster mall.” The event quickly caught the eye of large brands that saw the potential of creating short-term experiences to promote their products to target audiences. AT&T, Levi-Strauss, and Motorola worked with Courrielche to create pop-up shopping experiences across the country to market their products to young audiences. In November 2002, discount retailer
Target Target may refer to: Warfare and shooting * Shooting target, used in marksmanship training and various shooting sports ** Bullseye (target), the goal one for which one aims in many of these sports ** Aiming point, in field artille ...
took over a 220-foot-long boat at Chelsea Piers for a two-week stay on the Hudson River that coincided with Black Friday. Vacant, a
Los Angeles Los Angeles, often referred to by its initials L.A., is the List of municipalities in California, most populous city in the U.S. state of California, and the commercial, Financial District, Los Angeles, financial, and Culture of Los Angeles, ...
,
California California () is a U.S. state, state in the Western United States that lies on the West Coast of the United States, Pacific Coast. It borders Oregon to the north, Nevada and Arizona to the east, and shares Mexico–United States border, an ...
based business specializing in pop-ups, arrived in New York in February 2003, working with Dr. Martens on a pop-up space at 43 Mercer Street.
Song Airlines Song, LLC was a low-cost air service within an airline brand owned and operated by Delta Air Lines from 2003 to 2006. All Song flights were operated by Delta. Song's main focus was on leisure traffic between the Northeastern United States and Fl ...
opened a pop-up shop in New York City in 2003.
Comme des Garçons Comme des Garçons (CDG, ) is a Japanese fashion label, founded by Rei Kawakubo in 1969. It is based in Paris, where its flagship store is located. Other than fashion, the label has expanded to include jewelry and perfume (under the brand Comme ...
opened, for one year, a pop-up shop in 2004 with the 'Guerrilla Shop' tag. Trendwatching.com claims to have coined the term "Pop-Up Retail" in January 2004. In November 2013,
Samsung Samsung Group (; stylised as SΛMSUNG) is a South Korean Multinational corporation, multinational manufacturing Conglomerate (company), conglomerate headquartered in the Samsung Town office complex in Seoul. The group consists of numerous a ...
opened a pop-up shop in New York City's Soho area that worked as a brand experience space. The temporary pop-up space was extended and eventually became a permanent retail space. In July 2015 Fourth Element opened the world's first underwater pop-up shop at a depth of 6 metres / 19 feet at TEKCamp.2015 in Somerset, England. Other brands that have developed pop-up shops as part of their campaigns include Kate Spade,
Gucci Guccio Gucci S.p.A., doing business as Gucci ( , ), is an Italian Luxury goods, luxury fashion house based in Florence. Its product lines include handbags, ready-to-wear, footwear, accessories, and home decoration; and it licenses its name and ...
,
Louis Vuitton Louis Vuitton Malletier SAS, commonly known as Louis Vuitton (, ), is a French Luxury goods, luxury fashion house and company founded in 1854 by Louis Vuitton (designer), Louis Vuitton. The label's LV monogram appears on most of its products, ...
and
Colette Sidonie-Gabrielle Colette (; 28 January 1873 – 3 August 1954), known as Colette or Colette Willy, was a French author and woman of letters. She was also a Mime artist, mime, actress, and journalist. Colette is best known in the English-speaki ...
. Pop-up Retail began extending into other genres around 2009, when the
Pop-up restaurant A pop-up restaurant is a temporary restaurant. These restaurants often operate from a private home, former factory, existing restaurants or similar space, and during festivals. Various other names have been used to describe the concept of settin ...
- temporary restaurants popping up in various locations - began growing in public interest and frequency. Just as car manufacturers are using the concept for the presentation and sale of new models. Suppliers of classic cars also offer vehicles in Classic Cars Pop-Up Stores. The trend is also widespread in the UK, where landlords have used the trend to fill vacant space.
Newbury Street Newbury Street is located in the Back Bay, Boston, Massachusetts, Back Bay area of Boston, Massachusetts, Boston, Massachusetts, in the United States. It runs roughly east–west, from the Public Garden (Boston, Massachusetts), Boston Public ...
in Boston has recently become a hotbed for pop-up retail, hosting temporary storefronts for
Martellus Bennett Martellus Demond Bennett (born March 10, 1987) is an American former professional American football, football player who was a tight end for 10 seasons in the National Football League (NFL). He played college football for the Texas A&M Aggies f ...
,
Cotton Cotton (), first recorded in ancient India, is a soft, fluffy staple fiber that grows in a boll, or protective case, around the seeds of the cotton plants of the genus '' Gossypium'' in the mallow family Malvaceae. The fiber is almost pure ...
,
Kanye West Ye ( ; born Kanye Omari West ; June 8, 1977) is an American rapper, singer and record producer. One of the most prominent figures in hip-hop, he is known for his varying musical style and polarizing cultural and political commentary. After ...
and other local brands.


Concept

A pop-up retail space is a venue that is temporary: the space could be a
sample sale Sample sales are used by retail businesses in order to discard excess merchandise. Sometimes these samples have been used by agencies to sell products that they will distribute to local vendors. Sample sales are often associated with the fashio ...
one day and host a private
cocktail party A cocktail party is a party at which cocktails are served. It is sometimes called a cocktail reception. A cocktail party organized for purposes of social or business networking is called a mixer. Some events, such as wedding receptions, are ...
the next evening. The trend involves "popping up" one day, then disappearing anywhere from one day to several weeks later. These shops, while small and temporary, are used by companies to build interest in their product or service, and seed their product with cultural influencers. Pop-up retail allows a company to create a unique environment that engages their customers and generates a feeling of relevance and interactivity. They are often used by marketers for seasonal items such as
Halloween costume Halloween costumes are costumes worn on Halloween, typically while trick-or-treating (going door to door to ask for treats). Although traditionally based on frightening supernatural or folkloric beings, by the 1930s costumes based on character ...
s and decorations,
Christmas gift A Christmas gift or Christmas present is a gift given in celebration of Christmas. Christmas gifts are often exchanged on Christmas Eve (December 24), Christmas Day itself (December 25) or on the last day of the twelve-day Christmas season, Twel ...
s and
Christmas tree A Christmas tree is a decorated tree, usually an evergreen pinophyta, conifer, such as a spruce, pine or fir, associated with the celebration of Christmas. It may also consist of an artificial tree of similar appearance. The custom was deve ...
s, or
firework Fireworks are Explosive, low explosive Pyrotechnics, pyrotechnic devices used for aesthetic and entertainment purposes. They are most commonly used in fireworks displays (also called a fireworks show or pyrotechnics), combining a large numbe ...
s. The pop-up retail model has also been used on the concert scene, as at the
Treefort Music Fest Treefort Music Fest is a five-day indie rock festival held at several venues throughout downtown Boise, Idaho in late March. The inaugural festival took place from March 20–23, 2012, featuring Built to Spill, The Joy Formidable, Poliça, a ...
, to provide all-ages or
family friendly Family (from ) is a group of people related either by consanguinity (by recognized birth) or affinity (by marriage or other relationship). It forms the basis for social order. Ideally, families offer predictability, structure, and safety ...
venues, often at restaurants or vacated retail establishments which do not routinely host musical acts; these ephemeral establishments are known as pop-up venues. There are various benefits to pop-ups such as marketing, testing products, locations, or markets, and as a low-cost way to start a business. Some pop-up shops, such as Ricky's and other Halloween stores (like
Spirit Halloween Spirit Halloween Superstores, LLC is an American seasonal retailer that supplies Halloween decorations, costumes, props and accessories. It is the United States' largest Halloween retailer. It is currently owned by Spencer Gifts. It was founde ...
), are seasonal, allowing brands to capture foot traffic without committing to a long-term lease. Other brands use pop-ups to create engagement, such as
Marc Jacobs Marc Jacobs (born April 9, 1963) is an American fashion designer. He is the head designer for his own fashion label, Marc Jacobs, and formerly Marc by Marc Jacobs, a diffusion line, which was produced for approximately 15 years, before it was d ...
Tweet Shop's exchange of "
social currency Social currency refers to the actual and potential resources from presence in social networks and communities, including both digital and offline. It is, in essence, an action made by a company or stance of being, to which consumers feel a sen ...
" for free product, and
King and McGaw King & McGaw is a British art publisher and online retailer. It supplies high quality art prints and products to museums, galleries and retail stores as well as art prints direct to consumers through its online retail site. Production is based ...
who used a pop-up to exhibit and sell prints from the Mourlot Studios in
Soho SoHo, short for "South of Houston Street, Houston Street", is a neighborhood in Lower Manhattan, New York City. Since the 1970s, the neighborhood has been the location of many artists' lofts and art galleries, art installations such as The Wall ...
,
London London is the Capital city, capital and List of urban areas in the United Kingdom, largest city of both England and the United Kingdom, with a population of in . London metropolitan area, Its wider metropolitan area is the largest in Wester ...
. This concept has also spread into other countries such as Australia. For example, H&M Australia made pop-up stores in 2015 and Uniqlo did it in 2014 to test the market.


See also

*
Pop-up exhibition A pop-up exhibition is a temporary art event, less formal than a gallery or museum but more formal than private artistic showing of work. Pop-up exhibits are erroneously called pop-up museums, such as the Museum of Ice Cream but do not fit the Int ...
*
Pop-up hotel A pop-up hotel is a hotel which is temporary, being at a location for a short time before being moved. Such hotels may be built from pre-fabricated modules which are plugged together on site or from collapsible structures such as tents or they may ...


References

{{DEFAULTSORT:Popup Retail Retail formats Entrepreneurship