Guerrilla goes Pop-up

Short-term gains to ease the long-term pain? Guerrilla marketing is continuing to test the boundaries of brand behaviour by giving recession-busting opportunities to both small and big players. But, could it have a more selfless future? I'm due for drinks at Prada's latest collaboration experiment, the Double Club (below), next week. Now usually it's best to visit new places before you review them. However, in fashion terms, I'm already probably way too late. The Double Club is the latest club/restaurant/bar to open for a six month only period as part of the guerrilla or pop-up phenomenon.

Guerrilla goes Pop-up

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