The following is adapted from a GlobalShop 2007 presentation by David Milne, principal and creative director of DMD Ltd.

We've all seen and admired stores with uber design budgets, but many designers do not have a chance to do that kind of project often. One retail venue that often has a smaller budget is the pop-up store.

Pop-up retail is an old concept that has been refreshed. It may be thought of as “opportunistic retail” because, just as the wagon-based vendor in the 1960s TV show Green Acres, the market goes to the client. Retailers choose pop-up venues for several reasons:

• They may be able to spend less on a pop-up store than on an ad campaign while gaining exposure for a brand or new products.
• They can use pop-ups to create a secret buzz around a brand or specific products. Some pop-ups enjoy strong word-of-mouth marketing.
• They can test out new concepts in pop-up venues.

Pop-up stores may be categorized into three types:

• Mobile—store environments that are on wheels.
• Fixed—stores that open in vacant real estate for a specified period of time.
• Hybrid—store environments that merge these two concepts.

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