There’s no better spot to peep Warby Parker’s newest spectacle collection or score those budget-breaking, limited edition Jimmy Choos than in a trendy pop-up shop. The concept is simple: Insert yourself into a temporary space that puts new eyes on your brand and new minds on your mission, and see what you can accomplish.
So if a pop-up can sell merchandise, why can’t it sell an idea or a campaign?
That’s exactly what the National Trust’s project team thought when they created a preservation-themed pop-up shop in Cincinnati’s Fountain Square this past fall. The goal was to promote the Yes on 8 campaign, aimed at convincing Hamilton County voters to approve a sales tax issue to save the city’s Union Terminal (one of our National Treasures). The campaign ultimately succeeded -- the measure passed with 61% of the vote.
The experience showed us the value of having a physical presence around an issue -- and also taught us a few tips and techniques for making a pop-up work. Here are seven factors to consider as you plan your own successful preservation pop-up.... Read More →
The National Trust for Historic Preservation works to save America's historic places. Join us today to help protect the places that matter to you.
David Weible is a content specialist for the National Trust, previously with Preservation magazine. He came to D.C. from Cleveland, Ohio, where he wrote for Sailing World and Outside magazines.