As I was walking through the subway a few weeks ago, I saw workers installing the advertisements for the new Uniqlo grand opening. I spoke with a coworker about all the work that goes into opening not one, but two new locations in New York within seven days. Uniqlo manages to deliver a great experience, and they are transferring that online with this behind-the-scenes video and web page that highlights Uniqlo customers’ stories. Check out an article in Ad Age that outlines their marketing strategy to these two new launches. 

In this past Sunday’s NYT Metropolitan section, the City Critic ripped into the recent rash of Pop-Ups in New York City: 

There’s an epidemic in this town that seems to have reached crisis proportions in recent weeks, and it cries out for a whack-a-mole-style response. This has turned into the Summer of the Pop-Up.

Although he raises some valid points: they are everywhere, sometimes providing no value, charm or delight, but I don’t agree with his fervor. Among the pop-up experiences he mentions are a bowling alley in Grand Central (fun), an art exhibit (art for the masses, great!) and a Brooklyn restaurant in Manhattan (yum). I agree that the current Uniqlo pop up under the High Line is a bit TOO in-your-face-retail (the sponsored roller rink is fun and good for the brand, but do I want to buy sweaters when it’s 90 degrees?)—but I think this is the rare occasion. 

Sure pop-ups are on trend right now, but especially in NYC, I think it’s a nice homage to the ever-changing city we live in. Nothing is permanent here. And when you stumble upon these experiences I don’t see it as a disappointment that it’s not going to last, I see it as a lovely experience I wouldn’t have had otherwise. Somehow in my supremely lame life, I happened upon a cool (sometimes secret) experience and I feel included in an exclusive club—oh and I’m willing to tell people about it so they can experience it too. I think this is a good thing.

Recently in my neighborhood, a small storefront that houses an artist was turned into a pop up flower shop while he’s in Spain painting (oh the life!). I think this is a delightful addition for the summer. Instead of an empty storefront that feels depressing, I walk past a window full of flowers. If pop-ups can continue and focus on delighting, surprising and introducing people to something new—I say continue popping.