How Pop-Up Shops Are Evolving as Ecommerce Brands Expand Their Footprints

These companies give bricks and clicks a new look

Banking on Instagrammable moments and first-party data, digitally native companies are testing pop-up stores from New York to Los Angeles in the hope of growing their brands and converting their online success into real-life traffic.

“A lot of rationale about launching these physical spaces is not just about selling stuff,” explained Abbey Klaassen, president of 360i’s New York office. “They’re actually about communicating elements of your brand and a richer, deeper understanding of what this brand is about through a physical, tangible environment.”

The pop-up shop is helping to drive online retail’s reinvention, allowing ecommerce companies to continue growing after hitting a threshold online.



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This story first appeared in the June 4, 2018, issue of Adweek magazine. Click here to subscribe.