Something new for travelers is popping up all over

“We mined their private archives for the historical jackets on the walls, sourced vintage pieces at the entry and throughout the store,” says Melissa Gonzalez, Founder of Lionesque Group. A series of orange shadow boxes displays Alpha’s historic styles including the MA-1 and its predecessor the B-150D flight jacket along one wall. In all, visitors can view more than two dozen vintage items throughout.

“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.”