The pop-up is also helping Carnaby Street maintain its traditional vibrancy in the toughest of times. Over Christmas and New Year the Rolling Stones moved into one empty shop, selling merchandise to mark the band’s tour.
However the new breed of pop-up shops typically host fledgling businesses which were previously selling online, in markets or at craft fairs. With so many shops empty, traders can negotiate good deals on rent. It’s also a chance to gain experience and test the market without taking on crippling long leases.
The quick turnover of businesses, offering everything from socks and jewelry to bikinis and tea, can help rejuvenate high streets. It’s like a constantly changing restaurant menu and people drawn to the pop-ups are likely to visit nearby established businesses. There has also been a surge in openings of pop-up art galleries, restaurants and even ice rinks.