Andrew Burnstine, associate professor of marketing in the College of Business and Management; Erika Grodzki, professor of advertising, social media and public relations; and Stefanie Powers, associate professor of multimedia journalism in the College of Communication and Design, delivered a keynote address, “Pop-Up into Popular Culture: The Emergence of Pop-Ups,” at the Language, Culture and Politics Association’s annual conference at Tischner European University in Kraków, Poland.
In their presentation, the speakers explained why large corporations are suddenly utilizing the pop-up concept, which has existed for years. Pop-up locations are typically standalone set-ups for temporary operation. Pop-up shops have altered conventional-based retail space and the concept has emerged. Traditional brick-and-mortar stores are using the idea, as well as mom-and-pop standalone kiosks. According to PopUp Republic, this industry has grown to more than $10 billion in sales.