Classifying Pop-up Activities

  • Gary Warnaby
  • Charlotte Shi
Part of the SpringerBriefs in Business book series (BRIEFSBUSINESS)


The inherent flexibility of the concept means that pop-up retailing can take a variety of forms. This chapter reviews existing classificatory schemas from the academic literature, outlining the different forms that pop-up activities can take. These schemas are discussed by focusing on two key dimensions: location and function. The chapter concludes by introducing a new classificatory schema of pop-up activities, populated by exemplars of specific pop-up activities in each part of the schema.


Inherent Flexibility Warnaby Established Brand Pomodoro Coors Light 
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Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Gary Warnaby
    • 1
  • Charlotte Shi
    • 2
  1. 1.Institute of Place ManagementManchester Metropolitan UniversityManchesterUK
  2. 2.School of Art and DesignNottingham Trent UniversityNottinghamUK

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