PSfm - 17 / 07 / 2017

Since their introduction POP-UP stores have become a mainstay in the modern high street. Take a look at how this concept has changed activations. Is it very new? Not really. The first known example is from 1298 in Vienna.



The here-to-stay POP-UP stores as we know them have their origins in 1997 Los Angeles. Patrick Courrielche organised “The Ritual Expo” in that year. It marked the beginning of this phenomenon. However, looking at the core principle of a POP-UP store the true origin can be found in Vienna in the year 1289 when the first December market was organised in that year. Throughout the ages this would become known all over Europe as the Christmas market. The event that Patrick Courrielche organised would later become known as “the ultimate hipster mall”. In 2000, Malcolm Gladwell published his book The Tipping Point: How Little Things Can Make a Big Difference. This book changed marketeers’ view on consumer experience.


Very quickly the big brands of the world understood that Courrielche’s concept was extremely suitable for giving consumers a brand experience. AT&T, Motorola and Levi-Strauss partnered up with Courrielche and throughout America POP-UP stores, well, popped up. Gucci and Louis Vuitton followed and the POP-UP also gained traction in the service industry as the POP-UP restaurant.


Read more on: PitchPark.nl