Pop-up flops: Rental space bursts the bubble of temporary shops

Brooklyn, New York – A new rental space for pop-up shops in the trendy Williamsburg neighbourhood suggests that the temporary shop concept has finally popped its clogs. 303GRAND, operated by digital marketing agency Street Attack, is a revolving storefront that brands can hire for short periods of time. Big news in 2004, the once-innovative idea now lacks fizz, having been done to death by brands from Meow Mix cat food to Louis Vuitton. The fact that a venue is now available for hire purely for pop-ups shows that marketers wishing to truly surprise consumers should perhaps try a different tack.