Introducing the Pop-up Concept
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This chapter defines the concept of pop-up, in terms of an ephemeral retail-oriented setting which can facilitate direct, experientially oriented customer-brand interaction, albeit for a limited period. It goes on to discuss the origins of the concept, which in specific retail terms, arguably date back to the periodic markets of the middle ages, but more recently in its more contemporary brand-oriented manifestation, date from the 1990s-early 2000s. It then outlines key themes—experiential, temporal, promotional and spatial—that are becoming indelibly associated with the pop-up concept, with indicative examples of recent pop-up activities.
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