What are pop-up stores in malls?
Pop-up stores in malls and shopping centers are short-term retail: a maker, a brand or a local business selling from a tent, a kiosk or a vacant bay for a day, a weekend or a season. For an owner they do two jobs at once: they are programming, because a market is a reason to come, and they are leasing research, because a pop-up that sells proves a demand category for future leasing.
More on pop-up stores in malls
How we run them. Markets and makers is one of the twelve categories in our catalog: farmers and artisan markets, night markets, holiday markets, and pop-up retail incubators. A holiday market of local makers puts thirty to forty makers and gift vendors in tents along the street. Vendors pay a booth fee to be there, because the crowd is their storefront. We plan it, book it, and run it from a call sheet, and when you want us to staff it, an experience manager on the ground coordinates with the person or people you name on site.
What makes a pop-up work is the layered draw around it: the market alongside line dancing on a Tuesday, the makers' tents beside the band on a festival day, and the tenants paired in so the crowd spends inside the center as well as at the tents.
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