It’s Boom Times For Pop-Up Shops As Mobile Shopping Clicksby Elise Hu
Fast-rising mobile technology is making buying stuff with a tap of an app easier than ever, and shifting the way we shop. What were once permanent, brick-and-mortar stores, where shoppers look at items in a physical space, are now often pop-ups first — shops that last for a limited time only. Pop-up shops are temporary retail spaces that spring up in unused premises. Leases can last as short as a single day, when brands use the spaces for a promotional event instead of testing out a market. “As long as they can change it back, they can do whatever they want,” says Joe LaPadula. He works for OpenHouse, a company that owns storefronts in the always fashion-forward SoHo neighborhood in New York.