What is a pop up store, or pop-up shop?

Originally —  and by definition — a pop-up store is a temporary shop that can be set up and taken down very quickly. Hence the name “pop-up”: it appears for a few days, a few weeks, or even a few months, then disappears again. This concept isn't just a trend it’s a movement that is reshaping the commercial real estate and retail markets, much to consumers’ delight.

Today, the definition of a pop-up store has evolved and no longer applies only to street vendors and their quickly dismantled setups. On the contrary, most pop-up shops now open in fixed premises, although many kiosks and certain “guerrilla marketing” practices still exist.

While temporary retail is almost as old as commerce itself, we can still ask what explains the recent rise of pop-up stores — and why both brands and consumers have become so interested in them.

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What are the characteristics of a pop up shop?

Because the opening duration ranges from a few days to a few months, the commitment — and therefore the risk — is significantly lower. Administrative procedures are also much simpler. The best locations are high-traffic areas and major shopping streets, particularly in large cities. But the location of a pop up store varies depending on the brand’s awareness level, its target audience, and its objectives.

At first glance, a pop up shop looks almost identical to a traditional store. Yet from a marketing perspective, its rarity is a powerful way to spark conversation, generate buzz, and drive excitement around the brand.

Integrating a pop up store into your retail strategy also proves to be an effective way to test a new concept, gather performance data, and collect customer feedback — insights that can be leveraged for future physical operations.

At Nestore, our pop up shops are true laboratories where we can explore, test, and refine new retail approaches.

Key takeaways about pop up store definition

• A pop-up store is a temporary retail space that appears and then disappears after a few days, weeks, or months.
• The concept has grown significantly: it no longer concerns only street vendors but mostly fixed locations, sometimes complemented by kiosks or “guerrilla marketing” operations.
• Its strength lies in limited commitment, reduced risk, and simplified administrative procedures — all of which appeal to brands.
• The best locations are in high-traffic areas of major cities, but the choice always depends on the brand’s awareness level, target audience, and objectives.
• A pop-up store looks like a traditional shop but leverages scarcity to create buzz, capture attention, and generate marketing impact.
• It is a strategic tool to test a concept, analyze performance, understand customer expectations, and refine a retail strategy.

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