Brands Get Creative With Pop-Ups
In the world of commerce marketing, pop-up shops have evolved far beyond sampling stations and a temporary retail space. Today's most successful and impactful pop-ups are immersive, multi-sensory experiences designed to spark social buzz, build brand loyalty and create memorable connections with consumers.
From flash mobs to airport takeovers, brands are showing that the most effective pop-ups are the ones that disrupt expectations and deliver a story worth sharing.
Here are five activations redefining what it means to go live and in person.
1. Aperol Spritz’s NYC Flash Mob
Campari Group’s Aperol kicked off its "Summer of Spritz" campaign in New York with a city-wide spectacle that revived an early 2000s trend: flash mobs.
Working with The Experiential Group and The Hype Agency, the brand deployed more than 100 servers on foot and on orange Vespas in June. The activation was captured on social media, generating more than 10 million views online, according to Hype.
Key features included:
- Digital tie-in: QR codes on staff uniforms linked to local bars serving Aperol Spritz or delivery options for ingredients.
- Added incentive: A $5 Uber credit to encourage participation.
- Call to action: The activation blended physical and digital engagement and served as a direct call to action, turning a brand moment into a measurable marketing effort.
2. Jarritos x Taste Salud: Culture Through Collaboration
In June, Mexican soda brand Jarritos and Latino-founded powdered drink brand Taste Salud launched a line of powdered hydration drinks with a vibrant Los Angeles pop-up.
More than a product showcase, the event celebrated Mexican-American heritage and connected with the local Latino community.
Highlights included:
- Free tastings of the new drink mixes alongside tacos.
- A live DJ and mariachi and ballet folklorico performances.
- A short-form documentary — which premiered ahead of the pop-up — and a mural honored migrant workers and the origins of the brand.
“This collaboration marks a new chapter that honors where we have been and celebrates where we are going, all while staying true to our authentic roots,” Eric Delamare, marketing director at Jarritos, said in a media release.
3. King’s Hawaiian’s Airport Pop-Up
King’s Hawaiian spotlighted a refreshed logo and the launch of its new “Softwear” sweatshirts and sweatpants line with a two-day activation in Chicago’s O’Hare International Airport in August.
Travelers were invited to swap the outfits off their backs for a free sweatsuit, pillow and eye mask, with changing booths on-site.
Additional elements:
- Cause marketing: Donated clothing went to a local Chicago charity.
- Sampling tie-in: Passersby could enjoy Hawaiian rolls and pretzel bites.
- Extended reach: Limited-edition Softwear sets were also sold online.
The event cleverly connected the comfort of a soft dinner roll with the coziness of loungewear.
4. Urban Outfitters’ BTS 'UO Haul' Targets Gen Z
Apparel retailer Urban Outfitters leaned into Gen Z’s back-to-campus season with “UO Haul,” a 360-degree campaign mixing pop-ups, digital contests and curated assortments.
Campaign elements included:
- Scavenger hunt: In New York, students tracked clues to glass-walled trucks, each transformed into a distinct dorm room aesthetic: “The Pretty Haul,” “The Pregame Haul” and “The Plush Haul.”
- Celebrity connection: Winners gained access to a private event with pop group Katseye.
- Omnichannel expansion: UO is extending the campaign with 20 campus store activations, Collegeboxes by U-Haul partnerships and giveaways.
5. Chomps Retro “Protein Pit Stop”
In Austin, Texas, Chomps leaned into Americana nostalgia with a diner- and gas station–themed pop-up called the “Protein Pit Stop.”
- Family focus: Parents had their cars organized for back-to-school while kids/attendees sampled Chomps meat sticks in a dedicated “Snack Zone.”
- Immersive design: The event featured a mid-century aesthetic — checkered walls, striped umbrellas and a vintage car — reinforcing Chomps’ “protein as fuel” message.
- Community reach: More than 1,000 consumers attended, and 120 cars were serviced.
