Pop-up Culture: How Far Will Consumers Go for Free?

Glossy Senior Beauty Reporter Emily Jensen spoke with MG2 Principal Melissa Gonzalez about pop-up culture.

“Long lines can often be a sign of success, but Gonzalez said organizers need to be proactive about how consumers are experiencing long wait times, such as by sending out ambassadors to entertain those waiting in line or handing out free samples. ‘You keep the positive energy while they’re out there for you,’ said Gonzalez, whose firm has created experiential pop-ups for likes of footwear brand Sorel and the Amazon Prime show ‘The Marvelous Mrs. Maisel.’ ‘That way, being in that line becomes part of the experience in a positive way, too.'”