A Pop-Up shop is a temporary presence for retailers, small businesses, and local communities. Pop-Ups come in various formats and sizes, from small standalone kiosks to more traditional stores. The temporary nature of a Pop-Up provides added value to different stakeholders including the local community, landlords, customers, and the business owners and employees.
To summarize: Pop-Up retailing can be defined in terms of an experientially orientated consumer–brand interaction, taking place within a particular, albeit temporary, “territory” (Warnaby, 2015).
Pop-Up shops have different, but not mutually exclusive, objectives. There are four basic objectives centered around the retailer, with a fifth that goes beyond:
Pop-Up shops have existed in one format or another since ancient times in which little standalone stores sold wares and various foods to locals and travelers (Holleran, 2012). Dating back to ancient Egypt, pop-ups would follow armies as they travelled to their next battle, providing the soldiers with food, weapons, and offering various services such as repairs to wagons and chariots (Spalinger, 2008). Modern pop-up shops come in an ever-growing list of formats including: