Makeshift Spaces Ltd. 3.13

Makeshift is a transformable space for any occasion. Before “pop-up” was a marketing buzzword, temporary Halloween shops would open to sell costumes just when people needed them. That principle still holds, with brands launching stores for holiday shopping, or to coincide with big events like Fashion Week. Pop-ups help brands be where they want to be, when they want to be there. Building out a brand experience in a location that you can use for several different elements of a promotional campaign: a big launch party, cocktails for V.I.P. customers, a reception for partners, a lunch for media, and public hours for consumers, additional parties hosted by collaborators or like-minded brands. Pop-ups give online brands a physical presence.