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Brief Published: 6 Jul 2011

Pop-Up Retail Hits the Road


As pop-up stores continue to prove their promotional value, a growing number of brands (such as Tommy Hilfiger, with its gigantic Prep World pop-up cottage) are taking their shops on the road – touring them from city to city in an effort to be seen by as many consumers as possible.

Last week, Orange County-based accessories brand Paul Frank jumped on the bandwagon, kicking off its Academy of Awesome tour with a Winnebago emblazoned with the image of the brand’s monkey character, Julius.

The RV will travel to 50 cities nationwide, offering experiences such as live music, DIY T-shirt making stations, an exhibition of classic Paul Frank products, ping pong, and, of course, plenty of shopping.

On a more conceptual note, New York-based digital designer Pilar Zimmerman has created a temporary installation-cum-advert for technology brand Intel’s Visual Life campaign. Both collapsible and portable, the structure will be making its way around a handful of major international cities (dates as yet unconfirmed) and show movies made by people who use Intel’s products on a daily basis.

See our report New Pop-Ups for more examples of structural brand boosters.


Pilar Zimmerman