Pop-Up Retails: boosting smaller local commerce or a business strategy for multinational companies?

The term Pop-Up Store, used to originally (around the 2000s) mean a small, temporary shop showing and trying to sell its products. But since they were born the uses and functionalities have gone beyond the traditional conception.

Nowadays a lot of big companies have applied the term to implement a clear marketing strategy. Thus, we can distinguish between two types of Pop-Up Stores: one homegrown and other more corporate.

What is tagged as local attracts due to it brings closeness to the potential clients, in a world where everything seems vague, online and intangible. Getting close to the physical space is a wonderful strategy so that the consumers sense they are buying at home in a responsible way and causing a positive influence on their environment. In this way, bigger companies have taken advantage of this perception to put on the market new products or special promotions.

Those which are local based shops are usually encouraged by artists, local entrepreneurs or craftspeople who try to gain access in a globalised world where the urgency to make, use, throw away and buy a new product prevails. They try to promote the value of handmade products and the high value added to the things made in a responsive way with domestic raw materials.

Although it is true that Pop-Up arise motivated by big companies has contributed to make them widely known and increasingly consumers and landowners are more prone to host these initiatives. 

So, it is not about oppose one or another, but to understand that they can benefit from each other, taking advantage of the niche markets and the new arising opportunities.