As sales migrate to the web, but real-life experiences remain key to growing a consumer base, brands seem to have settled on a unsavory compromise: the pop-up shop. These ephemeral storefronts, opened and closed by the likes of high-fashion brand Vetements and electronic music duo Daft Punk, are the temporary tattoos of retail—they’re flashy, but frayed at the edges. They live and die by social media, as they require a profusion of positive posts to leverage short-term leases into long-term exposure. From a marketing perspective, this model makes sense, as rent is obscene in major cities, and the Instagram photos from dedicated fans will far outlive a modest budget approved by the finance team. Luckily, this strategy can and should be co-opted. Don’t give pop-ups the free publicity they’re poking you for. After all, the people behind these mercantile back zits must on some level acknowledge the truth. If you don’t to set up shop for more than a quarter, you probably don’t need to be around at all.
Opening Pop-Up Shops
Our regular look at a design trend that needs to end.
By Chloe Foussianes February 16, 2017
Photo courtesy: Wikimedia Commons
…
Related Stories
Marjan van Aubel’s Solar Design Expertise Zooms Ahead
Our Favorite Pieces at Design Miami/ 2023
Designer of the Day: Nifemi Marcus-Bello
Lara Bohinc’s Cellular Life Forms Are Spreading in...
Alcova’s Maverick Spirit Makes a Splash in Miami
In Boston, a Cocktail Lounge Channels the Harvard Club
The Entire Cosmos Coalesces in Iris Van Herpen’s Mind
Designer of the Day: Conie Vallese
A Timeless Revival of the Café de Paris Monte-Carlo
Designer of the Day: Corpus Studio
Next Article