With its Google-Funded ‘Sidewalk Issue,’ Pop-Up Magazine Inches Toward Normalcy

The publisher predicts a return to profitability after a devastating pandemic 


After a 15-month hiatus, Pop-Up Magazine has returned to the analog world.

The self-styled live magazine launched its Sidewalk Issue, its first in-person event since February 2020, in San Francisco, Los Angeles and Brooklyn last week. Using funding from Google, the publisher collaborated with more than a dozen artists to create a series of art installations that scavengers, armed with an illustrated map, could seek out for free. The event runs until June 20.

The Sidewalk Issue marks the beginning of a much-anticipated return to normalcy for Pop-Up Magazine, whose live events-based business model left it particularly vulnerable to the pandemic.

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