If we had to define a “pop-up” store and understand its true meaning, we could say that it is “a short-lived format that is dedicated to delivering specific brand objectives; whether related to sales, to communications or experiences” (Boustani, 2021b)
Pop-up stores can be presented in different formats and could take different forms. In a physical vacant space on the Highstreet, for instance, a brand’s pop-up store could be installed to sell merchandise, present a new collection or could disseminate information about the brand and its activities. At the middle of a train station’s hall stands a personalized gift box-like shop displaying holiday gift.
