Now you see them; now you don’t. Pop-up storefronts and eateries have been around for years, but entrepreneurs are increasingly taking the concept in new and unexpected directions.
Last week, New York welcomed the Museum of Ice Cream, an interactive pop-up honoring the frozen treat.
In Chicago, a short-term diner this month replicates “The Max,” the fictitious Southern California hangout from the 1990s-era high-school sitcom Saved by the Bell.
In London last month, patrons dined at The Bunyadi, a quick-hit naked restaurant where clothing was optional and mobile phones were banned. One may surface in Paris next month.
OLD BUSINESS MODEL
In some ways, the idea of a pop-up has always been around, from seasonal stores selling Halloween costumes to produce stands and pushcart vendors, but the more recent versions of pop-ups took form in the 2008 recession, said Glenn Sulmasy, provost at Bryant University in Smithfield, Rhode Island.
Shopping malls and commercial landlords were looking to fill vacant storefronts, small business owners needed low-cost ways to build their brands and a younger generation of customers was looking for something different.
Sulmasy said London was among the first cities to proactively encourage pop-ups during the recession.
ALL SHAPES AND SIZES
Today, pop-ups are not just the preserve of clothing, jewelry and other typical retailers.
Jeremy Baras, chief executive of PopUp Republic, a Chicago-based consultancy firm, estimated there are at least 3,000 to 4,000 pop-ups happening at any given time in the US.
In Boston alone this summer, there has been a pop-up beach, bike lane, an athletics competition, a beer garden and yoga classes.
Baras said newer examples are increasingly focused on generating buzz and incorporating emerging digital technology to create memorable and immersive experiences.
“It’s about unique and innovative concepts that can create exclusivity, and drive traffic and attention,” Baras said.
PROVING A CONCEPT
For many entrepreneurs, the goal of a pop-up remains demonstrating that a concept works, then scaling it up.
In Berkeley, California, Lisa Tsubouchi launched the Calico Cafe Pop-Up Shop this week to sell cat-related merchandise and host weekend cat adoptions.
Eventually, she hopes to open a full-fledged “cat cafe” akin to the coffee shops that have proliferated in Japan and elsewhere.
“Doing this allows me to gauge the interest in my area, while also getting my name out there,” Tsubouchi said.
ECONOMIC DEVELOPMENT
Policymakers see value in pop-ups to revitalize old commercial centers and encourage start-ups.
Cincinnati; San Antonio; Tacoma, Washington; and Pittsburgh are providing low-cost rents, marketing and other support to pop-ups, while also trying to streamline small business permitting and licensing processes, said Emily Robbins of the National League of Cities in Washington.
“Cities really want this type of activity, so they’re going to figure out ways they can support that growth,” she said.
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