Abstract
In an age of competing online media, visibility and presence is everything for a brand. Matthias Hollwich, co‐founder of the New York‐based practice HWKN, describes how pop‐ups can provide a vital ‘touch‐ point’ for companies' brand campaigns. When placed in a prominent urban venue, they create a highly experiential, physical focus. With the right degree of ‘Tweetability’, this is heightened further as they become a potent social media tool for communicating a ‘brand's “cool” factor’.
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