Pop Up: A Deployable Brand in the Urban Fabric

Abstract

This thesis responds to the constant change in the retail industry through the exploration of Pop-up structures. Although there are various ways a brand could connect to the public, Pop-up stores are found effective through its physical presence in cities. Temporary architecture has the flexibility to be assembled, interacted with, and relocated. The adaptability of temporal structure could apply to various forms of retailing, however this study will focus on specialty brands and leisure types. Traditional retail shops are not innovative, but the ability for a Popup to transform shape and change spatially according to program provides a new experience. This allows architecture as the main form of engagement. Through marketing strategies, retail branding, and the evolution of consumer culture, the thesis will apply written research into three architectural explorations. Each project will be placed in different scenarios, using the same deployable tactics to connect people, brand and the urban fabric.