Wikipedia, pop-up retail (pop-up shop in the UK), is the trend of opening
short-term sales spaces.
referred to as “pop-up stores," the concept, which was once a
retail trend, has gone mainstream. These stores, which tend to “pop
up" and then disappear a few days or weeks later, generally utilize vacant
spaces such as retail and office spaces, lofts, warehouses, and beyond.
pop-up stores/temporary retail spaces tend to have a "cool" factor that
attracts shoppers, creates buzz and, in turn, generate lots of publicity.
The stores typically provide some type of entertainment factor for
shoppers, and they often cast a museum or art gallery-like vibe.
Many consider Target to be the pioneer of pop-up stores. To kick off Isaac
Mizrahi's collection, the cool and trend-conscious retail chain opened a
1,500-square-foot pop-up store in New York City's Rockefeller Center. At
holiday time one year, Target tied a barge emblazoned with its iconic
bull's-eye-logos to a pier in the Hudson River.
At a space across from Bryant Park in
New York City, Target opened up a pop-up shop with
Liberty of London. Since
these events tend to generate lots of buzz, the publicity factor has led
many other retailers to follow suit.
Not limited to fashion, other
types of brands are also opening pop-up stores.
Belvedere Vodka utilized a sleek NYC space for
the launch of its pink grapefruit flavor.