“It’s sort of a retail flash mob”
Shops that pop up for a short spell during the holidays add zing and excitement to a street. It’s almost a kind of overnight magic — instant business theater. Where vacancy reigned, fresh retail energy and choices rule, for a while at least.
‘People like to be in the know. There’s something cool about [pop-up stores]. Consumers are still hungry to get out and about and experience something.’
Some pop-up stores resemble art installations. Others look like established boutiques, or, as with Holiday 2.0, opening Saturday on Newbury Street, feel like an invite-only bash. (Read entire article on Boston Globe.)