This Sao Paulo Pop-Up Store Is Just 37 Centimeters Wide

Virtual brands opening physical pop-up shops is nothing new -- but in Brazil, online sports shoe retailer Netshoes, sometimes called the Zappos of Brazil, aimed to open the world's smallest store to promote awareness of its larger e-commerce offering. The retailer, which claims to be the biggest sporting goods e-commerce store in the world, opened the "store" at "1.149 and a half" Oscar Freire street, in Sao Paulo -- basically filling in a 37 centimeter space between two buildings in one of the city's trendiest and most expensive shopping streets. Customers could "visit" the store and use a screen to order from the e-commerce site. Agency DM9Sul was behind the project.