The concept of the Pop-Up continues to Pop-Up.
First there was the Pop-Up Book, which begot the Pop-Up Video, which some could say inspired Pop-Up Retail and most recently Pop-Up Hospitality.
The marketing benefits are obvious and pure Pow!(well, at least for the stores and hotels):
- Where there once was nothing there is suddenly something
- This something is so different, it initiates buzz
- This buzz begets crowds
- Just before people can get bored, the something is taken away
- And all that's left behind is perfect nothingness
So what's next in this trend of service Surprise? Well, if a recent trip to Denmark is any indication, how about Pop-Up Hair Salons?
Sounds nutty, but check out this picture. We saw this just off a busy Copenhagen street, and while we were trying to be discrete in taking our photo, the "stylist" noticed us, and called us over for a quick explanation.
Seems that he does a booming biz cutting the hair of the city's construction and road workers, and does in a few minutes what would take at least a half-hour in a shop (never mind the to-and-from travel time).
Perhaps not for the tress-obsessed like me, but there is most definitely a clientele for this type of street theater/service. I'm thinking Festivals, multi-band outdoor rock events (imagine how much fun that would be!) and other such milieus of public spectacle.
I came, I saw, I cut. One man's haircut is another man's show.