The impromptu establishments are another popular route by which marketers are getting in deeper with, and closer to, consumers. It's also a way by which indie names have been solidifying their own brands in the growing sea of labels and lines. In just the last week alone, we've seen a spurt of intriguing takes on the pop- up:
Areaware at Port Authority
From mid August through September 26, New York-based design goods manufacturer and distributor Areaware are bringing its unique products, and those of other local design names to Port Authority, of all places. Design names like The Future Perfect, Tobias Wong and Kelly Lamb are selling souvenir-type and travel related goods. So those of you looking for that molded plastic Lady Liberty statuette may need to look elsewhere.
WishYouWereHere New York London Pop-Up Swap
Further down on New York's Lower East Side, and eventually, across the Atlantic in London's Newburgh Quarter, visitors will find an array of independent boutique brands appearing together for a 30-boutique retail pop up swap called Wish You Were Here. Now until September 13 at 186 Orchard Street in New York, shoppers can get their hands on goods from London labels like Simon Waterfall's Social Suicide, Cowshed and Twenty8Twelve. Later this fall, from October 1 to November 1, New York names like Earnest Sewn, Still Life, Wendy Mink Jewelry and Zarin Fabric Warehouse and will appear in London at 8 Newburgh Street and 3 Lowndes Court.
Check out more from WishYouWereHere here.RKCR Y&R Pop-Up Ad Agency
In a more unusual feat of pop-uppery, on Monday RKCR Y&R opened an impromptu outpost at 22 Chalk Farm Road in Camden, where the agency is offering free advertising and branding advice to local businesses for a week. The agency's appearance is part of a pop-up initiative started in June by local business development group Camden Town Unlimited to stimulate economic growth in the area.