The pop-up shop is the new ‘float it down the Thames’

Every year has its creative bandwagon, and this year it’s the creative shop, but does it even matter? Asks SHOOK’s Gemma Moroney.

In 2022 it was ad vans near Parliament.

In 2023 it was fake OOH.

In 2024 it was bags.

In 2025 it was Oasis things (all excellent, btw).

And this year, this is the year of the pop-up shop. It’s been putting out its stall as the tactic du jour for some time, along with its close relation, the twist-on-a-pub (think Holland & Barrett Wellness pub, 7Up Shandy, or Oxfam’s Fair Pour).

I get it: they give good content, they get coverage, customers like them. One of my favourite ideas of the summer (Crisps From Abroad) was a packet passion pop-up.

But in the last two weeks alone, there’s been at least ten pop-ups launched in London, from food to fashion, supermarket to superluxe. I could count: Bold Bean, HelloFresh, Jose Cuervo, Oatly, Evian, Fendi, Spoke, Jay-Z, Evanescence, Brand63Africa. Hell, there was even one when I went to a scenic alpine resort on holiday (Manner wafer… cute, tasty). And there are creator accounts purely dedicated to whichever shop has popped up next.

Surely we’re approaching peak pop-up? When’s the bubble gonna burst?

Digging into it. My answer is: not for a good while.

Firstly, they’re built to be hyper-shareable. Secondly, they offer something special. Thirdly, you can show off for free.

In a world where we’re constantly under pressure to present the daily highlight reel of our lives; fighting for our lives against butter topping £5 a tub, and trying to pretend the world’s not melting/AI apocalypse is imminent, they let us have free, feed-friendly fun.

If they’re here to stay for now, what can we expect in the future?

Humans out front, AI behind the scenes: AI to help create the experience, walk through, and flow; people to bring it to life.

On the move, not one-off: Rather than popping up for a day or week in London or Manchester, touring the temporary to more cities and people.

Shine on the shelves: Jam-packing the experience with feel-good ‘shiny’ moments.

In the know, not to show: A kickback against content sharing, with an intense, immersive experience you’re not allowed to take your phone into. Word of mouth on feelings, not photos.

What happens after that? Well, I’ve not got a crystal ball, but I have got ChatGPT. It predicts:

2027 as the year of brand services: Pop-ups evolve from places you visit to places that do something (repairs, launderettes, dating bureaux).

2028 as the year of living brand worlds: AI-powered experiences that mean the windows, products, and staff change depending on who enters the experience.

2029 as the year of brand infrastructure: A move from temporary stunts to long-lasting legacy, like opening a community space or funding a night bus route.

So (this is now me, not ChatGPT writing), in the future maybe we can expect M&S Dine-In Deal Dating, Dr. Martens MOTs in-store, Wilton Washing While You Wait, a Hoka refurb of the Regent's Park running track, or a long-term Lidl Paddleboard Club.

So, here’s to pop-ups…although I’m sure the next tactical trend will pop its head up soon enough…