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

And what marketers can learn from the stunts

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

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.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in

Adweek magazine cover
Click for more from this issue

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