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Friday, November 12, 2010

Pop-Up Stores in Action Today

In 2007 I got to see the operation of a Pop-Up store in action in Columbus, Ohio.  An impressive mix of display, merchandising and interaction for the Swash brand.  I was particularly intrigued about how they could be used as satellites of innovation centers, but with the added benefit of having real consumers able to wander in and provide more spontaneous, less scripted interactions.  Lots of data could be gathered to understand new initiatives as they evolved.  Less successful was the inability to easily adapt them as new ideas were proposed. Good article In Bloomberg-BusinessWeek on the topic of: The Staying power of Pop-up Stores.   It is satisfying the the ideas is still prospering in concept and delivery.  The article contains some good current examples.

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