Publisher: John Wiley & Sons Inc
E-ISSN: 1554-2769|85|3|124-129
ISSN: 0003-8504
Source: ARCHITECTURAL DESIGN, Vol.85, Iss.3, 2015-05, pp. : 124-129
Disclaimer: Any content in publications that violate the sovereignty, the constitution or regulations of the PRC is not accepted or approved by CNPIEC.
Abstract
In an age of competing online media, visibility and presence is everything for a brand. Matthias Hollwich, co‐founder of the New York‐based practice HWKN, describes how pop‐ups can provide a vital ‘touch‐ point’ for companies' brand campaigns. When placed in a prominent urban venue, they create a highly experiential, physical focus. With the right degree of ‘Tweetability’, this is heightened further as they become a potent social media tool for communicating a ‘brand's “cool” factor’.
Related content
A Sketchbook for the City to Come: The Pop‐Up as R&D
ARCHITECTURAL DESIGN, Vol. 85, Iss. 3, 2015-05 ,pp. :
arq: Architectural Research Quarterly, Vol. 13, Iss. 2, 2009-06 ,pp. :
Pavilions, Pop‐Ups and Parasols: Are They Platforms for Change?
ARCHITECTURAL DESIGN, Vol. 85, Iss. 3, 2015-05 ,pp. :
Rio de Janeiro and the 2016 Olympics – a lasting legacy?
Journal of the Urban Environment, Vol. 6, Iss. 2, 2014-07 ,pp. :