This SpringerBrief offers an academic perspective on the trend of 'pop-up' retailing. It
analyzes this temporary retail-oriented setting designed to foster a direct customer-brand
interaction for a limited period often with an explicitly promotional or communicative
purpose. Adopting a managerial approach it explores the use of pop-up retailing as a means of
facilitating strategic growth by retail brands. In addition it draws on theory from retail
store environments and atmospherics customer experience management and event management to
provide an in-depth academic analysis of the planning and implementation issues arising from
the inherent ephemerality of pop-up activities to achieve the strategic objectives of retail
brands. The authors provide an overview of the entire pop-up lifecycle using an organizational
schema that is split into four sequential stages: strategic objectives pre-pop-up actual
pop-up experience and the post pop-up stage. The keydecision areas and activities incorporated
in each of these stages are also outlined.
