The new rules of luxury pop-ups

High-end brands see short-term spaces as a permanent pillar of physical retail.

BY MAGHAN MCDOWELL 5 AUGUST 2019

Key takeaways:

-Instead of expanding their store fleet, luxury brands are investing in pop-ups to generate excitement and a sense of scarcity around new products.

-Pop-up locations should consider their customers’ lifestyles rather than where their competitors are situated.

As rents climb and foot traffic continues to decline in stores, long-term leases are losing their rationale. “The days of 20 and 10-year [leases] have sailed… nobody savvy would do more than five years,” says real estate consultant Nina Kampler.

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