How do you choose the right location, timing and duration for a temporary retail design?

As you sort out your goals for a temporary retail design, embrace principles of sustainable design. Approach a Pop Up retail solution from the view of developing a concept that can be used, stored and redeployed in the future. Furniture, fixtures, accessories, signage and marketing materials can be based in reduce, reuse, recycle. In the long run, it makes setting up a Pop Up store easy, inexpensive and a strategic advantage.

There's a lot of commentary around knowing your customers before choosing a location and the duration, which isn't a bad shout. However, there's something about temporary retail which can thwart what we're normally expecting in our local store, shopping mall or department store. So, yes, you absolutely need an incredibly thought-out campaign, which excites and intrigues. But the where and when can be out of the box. I'd be more shocked & awed to see a travelling Fenty pop-up show up on a random street in Leicestershire (please Fenty) than I would to see them in Harrods. With the love of pop-ups growing almost daily, I think there can be a little more wild thought for brands & their creative agencies.

When planning a pop-up, the first step is defining your mission: Are you trying to convert new customers, or is the goal to deepen relationships with your existing base? This informs everything from location to format. Timing is another critical factor—seasonality can make or break your event. If your product has a seasonal appeal, align the pop-up with that peak demand. Lastly, think about your target audience—where and when are they shopping? Look for symbiotic retailers or environments that naturally attract your key demographic, and you’ll maximize both foot traffic and impact.

Beyond just identifying goals, it's essential to anticipate long-term impact. A well-executed temporary design can serve as a testing ground for future brick-and-mortar strategies or consumer behavior insights.

To find the ideal spot for a temporary retail location, you need to know your hotspots for customers. Go to where your brand is popular and interact with customers, gain new customers and raise brand awareness. Next, reach out to the local economic development office. Ask for referrals to landlords of available storefronts for short-term or pop up leases, and also look to partner with local agencies and use your Pop Up Store as a way to increase awareness for a local cause. Helping the community helps your brand.

Location isn’t just about visibility—it's about immersion. Choose a spot that aligns with your brand’s ethos, creating a seamless connection between your pop-up and the surrounding environment.

To select the best time to host a Pop Up Store, know you brand, know your customer and do your research. Next, develop a strategic marketing objective that will make your Pop Up Store unique. Your objective may be seasonal, a new product launch, an exclusive event or simply rewarding your best customers with a super cool immersive brand experience. Make it fun and memorable.

Timing should consider not only peak shopping seasons but also unique moments in the local community. Capitalizing on regional events or local traditions can create deeper customer engagement.

The duration of your Pop Up Store should be based on your strategic marketing objective. Set specific KPI's - key performance indicators - and track them on a daily basis during the event. Monitor analytics to see customer sentiment and social interactions. A successful Pop Up Store is creative, unique and market driven. Once the buzz wears off, it is too late. Know your brand, know your objective, and make it pop.

Short durations can drive urgency, but they risk missing potential long-tail customers. Strategically balancing between fleeting exclusivity and steady customer growth is key for optimal impact.

I recommend incorporating sustainable design principles. Approach a Pop Up retail solution from the view of developing a concept that can be used, stored and redeployed in the future. Furniture, fixtures, accessories, signage, lighting and marketing materials can be based in reduce, reuse, recycle. In the long run, it makes setting up a Pop Up store easy, inexpensive and a strategic advantage.

Don’t just design for the senses—design for memory. Craft an experience so unique and emotionally resonant that it sticks with your audience long after they leave the store.

Integrate digital into your Pop Up Store and make it an interactive experience. The interaction can be as simple as creating a QR code that leads to your ecommerce site or specific product information. Use your customers smartphone to your advantage and create social engagement on your favorite social channels. This will help drive people to your Pop Up. Partnering with a non-profit to raise awareness of your brand and their cause is always a good idea.

Leverage user-generated content as a core promotional strategy. Encouraging customers to share their own pop-up experience increases credibility and drives organic buzz across social media.

Your Pop Up store should be an enjoyable experience for you and your customers. Hold tight to this belief, work through the challenges, and smile. You are living your dream and finally do have your very own store, where you want it, when you want it, for as long as you want it. Enjoy the experience and smile!