Events Marketing Trends

Event Pop-Ups: Outside the Box Buzz

GL Content Team May 20, 2016
Pop Up Events Goodman Lantern

The trend of “pop-ups” gained a huge amount of momentum during 2015, and is poised to continue this growth throughout 2016. As EMEA Events Manager at Facebook, Shara Tochia is an authority on many aspects of the events industry. She reports that there has been a marked rise in this type of event, across a very wide demographic, including stores, fitness studios, events and many others which are increasingly sought-after. There is a particular taste for the unusual and the unexpected – anything that adds a sense of wonder and occasion to a unique development. Tochia boldly encourages start-ups and new concepts, saying, “It’s time to get very creative and think outside the box.”

These temporary retail and event locations capitalise on their temporary nature and the public’s increasingly powerful fear of missing out on great experiences to create an incomparable buzz of interest. This type of endeavour has become so popular that even large companies have begun to host their own pop-up spaces, sometimes even taking place within the confines of a larger store. The appeal of hosting a pop-up is extremely broad, including the ability to test out ideas and gauge interest before embarking on a permanent venture, move dated stock, build unforgettable experiences, and even attract new interest from untapped corners of the population, creating a brand impression with staying power. predicts that more spaces will become available for pop-ups as property owners begin to realise how lucrative short-term leases can be. Additionally, the relatively low cost of hosting a pop-up will mean that smaller businesses and entrepreneurs will have the opportunity to afford premium space, often directly beside larger corporation’s efforts. Another growing trend is tech-enabled retail experiences that become seamless for the client to pass between various mediums. The most exciting aspect of the pop-up culture, is the sheer limitlessness of what can be achieved in a pop-up space. Creativity and innovation are leading the march in building incomparable retail experiences for increasingly discerning clientele. 

Pop-ups offer an unparalleled level of intimacy between companies and their clients, allowing decision makers to keep their finger on the pulse of what the trending demands and needs of their customers are. The importance of staying relevant is at an all-time high in a world where pop-ups are appearing on every street and dominating the retail environment across the globe.