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In the past, we might have simply referred to them as stalls, but with the evolution of commercial methods, techniques and sales spaces, these temporary stores are now commonly known as pop-up stores or temporary stores.
These outlets are designed to operate for a short and predetermined period of time, originating in the early 2000s in the United States and later spreading to Italy around 2007.

As a result, various types of stores are popping up like mushrooms in the main Italian cities (but even in seaside resorts during the summer months): containers, Ape vans, bikes, carts, etc.
Denmark has even invented a pop-up restaurant that emerges and materialises from inside a container. This unique concept includes serving staff and activates when passers-by press a red button.

The concept of a pop-up embodies the element of a surprise and spontaneous opening, while a temporary store is more like a conventional retail store, though open for shorter periods of time.
Regarded as a strategic marketing approach, temporary retail allows brands or companies to gain exposure by testing the market before committing to a permanent store or launching a new product. The act of opening a pop-up store has evolved into a promotional event, building anticipation through actions that engage the target audience. Placing a container on a beach (H&M), a giant shoe box (Adidas) or a huge gift pack (Tiffany) in a public square undoubtedly captivates passers-by.

Temporary stores make it possible to regularly change the type of goods sold. For example, a store may sell clothes for six months and then switch to mobile phone accessories for the next six.
The emphasis on the temporary nature of the sale often motivates potential customers to make purchases, given the “precariousness” of the store that will close soon and the convenience on which the manager often relies.
Established and widely recognised brands often adopt this approach to launch new products or evaluate the market potential of a specific city or area. On the other hand, lesser-known brands might turn to pop-up or temporary stores in response to the crisis, as it allows them to avoid the fixed costs and start-up expenses associated with a traditional shop.