53rdStreetBlog

Have you ever heard of "pop-up retail"? It is a new trend in retail in which businesses set up shop for short periods in unused or underused commercial space.  Both established retailers like Target and Motorola and lesser known merchants like the Beta Boutique, which hosts sales events in Chicago throughout the year, have begun using this method of promotional sales. 

A pop-up store is an intentionally short-lived event aimed at generating marketing buzz. Just like a nightclub that moves its location every weekend, pop-up stores create excitement because they don't last long. For landlords, the temporary outposts offer much needed income when a space is languishing between leases.

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