Pop Up Shops

I have been noticing a proliferation of pop up shops recently. It's almost as though with the economy the way it is, retailers no longer want to shoulder the responsibilities which go along with having a real bricks-and-mortar shop but would still like a way to showcase their goods or raise their profile in a way in which having an online presence does not.

Images: Olli Ella, Yasmin Sewell, Becky Maynes

From Anya Hindmarch's riverside store Anya's Pier during London fashion week to Olli Ella's temporary storefront in Islington, London and Target's Brooklyn store, the pop up shop looks only to be increasing in popularity as a guerrilla marketing tactic and I'm sure will only be seeing more of these in the weeks and months to come.

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