How Brands Are Making Pop-Up Shops More Interactive and Instagrammable Than Ever

And what marketers can learn from the stunts

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From Taco Bell’s movie theater to Tushy and Poo-Pourri’s “Poop-Up” shop featuring a toilet bowl ball pit, the concept of pop-up shops has morphed from an experimental exercise to a bona fide experiential brand extension.

Just this year, Away, Brandless, Casper, Coach, Diesel, M&M’s, Tushy, Poo-Pourri, Taco Bell, Target, Snickers and so many more have created temporary spaces to showcase new products, boost brand awareness or simply introduce a brand to the world.

While a myriad of brands from traditional CPG to ecommerce are signing on, experts note the decision to open a temporary space should not be entered into lightly.

“If you go to a regular store, you are more surprised if you get something experiential and immersive, but today when someone goes to a pop-up they walk in expecting something more,” Melissa Gonzalez, founder of retail strategy and pop-up architectural firm Lion’esque Group, said.



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This story first appeared in the July 23, 2018, issue of Adweek magazine. Click here to subscribe.