PopUp Republic

Look Out! Here Come the Big Brands and the Big Malls

When thinking about pop-ups, what quickly comes to mind is the word “aspiring.” Aspiring chefs, aspiring designers, aspiring artisans. When it comes to pop-up spaces, the first thought one usually has is an empty storefront, possibly located on a main street that is well past its heyday and trying to bootstrap its return to relevance. In truth, both characterizations are still very commonplace in the universe of pop-ups.

But right before our eyes, the pop-up world is undergoing a sea change. Over the past several years, well-known brands have become very involved in the pop-up movement. Nike, Kate Spade, Louis Vuitton, Target, West Elm, and hundreds more have been participants in the phenomenon. They’ve been joined by celebrity pop-ups, such as Kanye West, the Kardashians, One Direction, and even NFL and Major League sports teams. Well-known chefs such as Daniel Boulud, Marcus Samuelsson, and other culinary superstars have joined the parade. Leading shopping mall owner/operators such as Simon Malls, General Growth Properties, Westfield, and Federal Realty are all jockeying for position to be participants. Perhaps most surprising of all, many of the online-only retailers who have eschewed the notion of operating physical stores have recognized that consumers are demanding more than just convenience when choosing where to shop.

What’s going on?

Many factors are creating the conditions by which the pop-up market is changing. ...