Pop-up store is a small temporary store or shopping area, which is why they are called pop–up. The period of operation of such a store can vary from several days to several months.

Most often, brands open outlets of this format in unusual locations: in city squares, parks, cinemas and other places where the potential target audience most often happens. The Pop-up store differs from the standard store in its unusual design and interior.

Launching a pop-up store opens up several opportunities for the brand at once: 

• To test the demand for a new product, to study the preferences of the audience with minimal cost.

• To vividly declare yourself and your products, such a format can serve as a good PR move.

• Establish an emotional connection with the target audience, attract new customers.  

• To sell the remaining goods, due to the fact that the store is open for a limited amount of time, its offer causes greater demand from customers.

The pop-up format began to be practiced on the Russian market only a few years ago, but it quickly established itself as an interesting urban entertainment. For example, pop-up stores in Moscow are often opened by Sunday Up Market, and Fashion retailer Befree recently tried to implement this format in the courtyard of the gastronomic space at Vasileostrovsky Market in St. Petersburg.

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