Understanding Pop-Up Stores Through Passion and Practice

Whether physical or virtual, heritage brand or start-up, pop-up stores are everywhere: this book provides the ’why, what, and how’ for entrepreneurs and established brands to capitalize on this exciting format.

This book guides readers through the 20-year evolution of pop-up stores, their integration into overarching brand strategies, and the practical ins and outs of pop-up store development, offline or online. Insights from over 90 recent case studies further illuminate the tools that need to be considered and guidelines to be followed for pop-up store success, including distribution, communications strategy, atmospheric design, budgeting, events, and legal considerations.

Brand managers, consultants, retail professionals, and retail marketing and management students will benefit from this engaging and reliable guide, learning that behind pop-up stores’ sparkly and ephemeral image lies the utmost attention to detail.

Ghalia Boustani is a seasoned retail consultant, and holds a doctorate from Ecole Supérieure des Affaires, Lebanon. She has published many works and manuscripts on ephemeral retailing, focusing on the Middle Eastern and European markets. Ghalia’s influence extends globally, as she brings her wealth of knowledge to various educational institutions and business schools in cities such as Beirut, Istanbul, London, and Paris. Since 2011, she has been actively involved in teaching marketing and retail, participating in over 30 conferences and webinars. Her engaging presence is a regular feature at seminars and forums, including prestigious events like the Retail Focus Forum, Paris Retail Week, and the HOP! Summit. Through these platforms, Ghalia consistently shares her insights and contributes to the discourse shaping the future of retail.