ABSTRACT
The concept of pop-up stores dates back several centuries and encompasses different formats. It relates to the commercial activities developed by our ancestors who moved all their own products to particular place, like activities of those who sold ice cream and fish on their strolls or with their vans. A pop-up store is an ephemeral retail outlet that appears in several unexpected places, at different times, feeding people’s curiosity and encouraging them to engage with the brand. This chapter is an overview on point-of-sale development. Today, brand pop-up store can take the form of boutiques, concessions, kiosks, vans or hangars; they can appear on their own or in conglomerates or markets.
Pop-up store atmospheres blend in the atmospheric conception of traditional retail store atmospheres with that of sensorial and experiential environments. Characterised by their time variable, life cycle, format and location, ephemeral stores glow on the retail scene, attracting brands and consumers. The former is interested by the advantages and effectiveness of this outlet and the latter by the engaging experiences it provides to them.
