I may well be behind the times slightly on this, however during a conversation with a long standing client recently, I was introduced the phenomenon that is ‘Pop-Up Shops’. The hippest shops, bars and clubs that are only around for long enough, that they don’t go out of fashion.

At first I thought this a crazy concept, however when you consider our current high-speed, short attention span culture it makes perfect sense. Bars and clubs are never the hippest places to be for more than six months, so by pulling it down and starting again, a business can be constantly reinvented. Being temporary, bigger risks can be taken, they don’t need as much investment, nor do they need to be perfect from day one, blink and you’ll miss it.

You might be thinking, whilst this is a great idea, it’s just a way of making some quick cash, however even some big brands are jumping on board, towards the end of last year Toys “R” US opened 350 temporary stores across the US, in a bid to boost sales during the crucial Christmas shopping period. The Gap opened stores in both Chicago and New York, dedicated to its 1969 jeans brand.

Pop up shops could also be a great way for business owners to create excitement and buzz about a new line of products, a brand re-launch or just get people talking about them, companies with main stream outlets would be able to increase footfall in the main outlets, through a short-term investment in a pop up shop.

I suppose it’s also worth considering if you do partake in the Pop Up Shop revolution, returning items could be an issue, if the shop disappears after you’ve bought something, you’d be hard pressed to return it! You have been warned.

Subject: General by Neil