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
Sean Brown’s Bold New Collection: Inflatable...
Why Big-Name Designers Team Up With Mass-Market Brands
Designer of the Day: Studio Seitz
Kvadrat’s L.A. Showroom is Adorned in Knitted Yarn
Designer of the Day: Kate Loudoun Shand
Anony’s Wisp Suspension Lamp is a Study in Design...
Es Devlin Scoops a Tony for “The Lehman Trilogy”
The Fashion Industry’s Powerful—and...
Designer of the Day: Jobe Burns
Moooi Has a Vision for Fusing the Physical and Digital