News

Something new for travelers is popping up all over

July 28, 2022

“Large existing retailers are resorting to pop-ups as a low-risk way to test new markets ‘and show people what the experience is,'” reports Jon Marcus for The Boston Globe.

“This also accelerated during the pandemic, when brands were desperate to stay connected with their customers, who often moved away to work remotely. Some New York stores ‘followed people to the Hamptons,’ for example, said Melissa Gonzalez, Principal at MG2, Founder of The Lionesque Group, an MG2 studio, and author of ‘The Pop-up Paradigm: How Brands Build Human Connection in a Digital Age.’

“It’s that uniqueness that makes pop-ups particularly appealing to travelers.

“‘When you go away, you want to get something that feels authentic and unique,’ Gonzalez said.”

Read the full story in The Boston Globe