“Last year, 4,500 pop-up shops opened in London alone,” according to Valentina Candeloro, marketing director of Mood Media. Why this sudden surge in popularity? “Pop-up shops are the place of the experience.” And very often it’s online retailers that are driving this boom in physical, albeit temporary, commerce. They need physical stores because they “can’t create the same experience online”, she pointed out.
At Brainy Bar 9, a London event organised by WARC and neuro agency Walnut Unlimited, Candeloro related how last year Mood Media and Walnut conducted a global study asking 10,000 consumers across 10 countries how they felt...