Characteristics of Pop-up
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Existing definitions of pop-up given in Chap. 1 highlight its multi-faceted nature. In this chapter, some of these different facets are explored in more detail as a means of further explicating the pop-up concept, focusing on three key characteristics; namely the fact that pop-up activities are ephemeral, experiential and flexible. Each of these characteristics is considered in turn, and the chapter concludes with a discussion of an additional characteristic, which arguably underpins those mentioned above, and provides pop-up with significant part of its particular attraction to businesses and consumers alike, namely novelty.
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