A "pop-up store", also known as a flash store, is a temporary short-term retail space that is "here today, gone tomorrow". It could be as short as a one-day sample sale and as long as a 6-month experimental shop, depending on the goals of its landing.
Opening a pop-up store now has developed into a trendy marketing tool worldwide for both established and start-up brands, in particular, for online-based companies. It allows brands to communicate with their customers through a physical retail presence while raising brand awareness, creating a lasting impression on potential customers, and generating sales with a lower-risk experiment.
OverThrow is a Toronto-based streetwear brand. The brand had launched a pop-up store in downtown Toronto to introduce its collection titled “History by Mind.” The collection combined Chinese history with Western street aesthetics to produce items with distinct blue and white porcelain detailing, traditional paper cuts and snakeskin patterns. These cultural designs are applied to a series of tees, chinos, jackets, jeans, hoodies, and shirts.