A pop-up in Tribeca that pairs lingerie designer the Lake & Stars with architecture firm SOFTLab, and a PayPal pop-up shop at 174 Hudson Street
From the December issue: Temporary retail stores, known as “pop-ups,” have been quite literally popping up in New York City for several years now, often hawking seasonal items at Halloween and Christmas. But a new breed of pop-ups is emerging, industry insiders say: Non-retail ventures, from PayPal to the TV show “Celebrity Apprentice,” are opening temporary locations on New York’s heavily trafficked streets.
“We are seeing some unusual ones, in addition to [temporary] fashion shops,” said Faith Hope Consolo, chairman of Prudential Douglas Elliman’s Retail Group.
Unlike most pop-up stores, which primarily aim to sell merchandise, these non-retail pop-ups are more focused on publicity and marketing.
“It’s more of a place to come in and interact with the brand,” explained Lindsay Rowe, director of sales and marketing for MKTG INC, which helps create pop-ups for clients like Nike.
Temporary, seasonal stores have existed for years. Perhaps the best-known example is the cosmetics store Ricky’s NYC, which opens around 20 temporary locations in the city each year before Halloween. [more]
