Pop Ups have become what I refer to as a 'habitual public lure', those who sell and produce merch. seemingly find financial safe guard from throwing in a small pop-up here and there, serving as a simple way to test the market before fully committing to a brand or a location. Come to think of it, pop-ups have become an expected surprise that's been around us for years. Waking up to a little tuck-shop (Spaza) around the corner of the road seems to have been a norm in the neighbourhoods or learning that Senzo now sells deep fried chicken in the mornings around the bus terminals and by the 471 station in the evenings to catch the late noon famish was basically a pop-up concept with out a term. It's a recycled idea that many have taken advantage of over the years. Powerful brands like Adidas will throw in a lot of excitement as they fill in the gap of innovation with better and newer marketing strategies, whereas your younger upcoming creatives manoeuvre around a fresh approach to the system on a smaller scale and this yearly recycled concept carries on to lure the public whilst others no longer buy into the scheme.
On that note, I am keen to see how international and local brands will continue to reinvent the pop-up!
[Celestine Eleven x 2- pop up shop images]
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