Because the store itself is the biggest factor in the strategy, the items on sale can happily stray away from usual shop contents. A theory proved when Marmite set up its shop selling 'Marmite inspired products'.
In fact is seems there is very little that can't be promoted with a well conceived pop up shop. In New York the Museum of Arts and Design has opened a pop up shop to expand its souvenirs shop.
Even Ad agency RKCR/ Y&R has tried out their own pop up agency offering advice to local businesses.From my point of view pop up shops present a unique opportunity for brands that don't exsist on the high street. It's true that high street stores have used the concept to further their reach, but i think the real benefit would be for a brands like Amazon, Google, Ebay, Last.FM etc to bring their digital brands on to the high street.
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Further reading
- Cadbury takes pop-up store concept in to digital channel
- From HMV to Marmite, pop-up shops are a sign of the times
