the making of a pop-up

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step by step

WHY A POP-UP

*This article is most relevant for a brand pop-up, but it can also be applied to other types of events.

Consider the following questions:

  • Why do I want to do a pop-up? Do I want to connect with the community, showcase my work, sell it, keep the focus on me, or collaborate with other artists/creatives for this pop-up event?
  • How am I paying for this? Am I looking for a brand partnership or in-kind sponsorship? Can I afford to do this pop-up, and will it benefit me in other ways? In case financial or product sponsorship/partnership is your preferred route, see our event partnership outreach article.

PREP

  • Staff: Consider all the elements required in the hiring process (e.g. resumes, brand compatibility, work hours, contracts, etc.). This is important to ensure that liability is established between both parties and company information is protected by law.
  • Space: Make sure you know the space's capacity limit, end time, length of set-up/install/teardown, square footage, type of event(s) that can be held in the venue, SOP status, and any special features/limitations. Consider renting furniture/props/event equipment or hiring a fabricator.
  • Visual: Think about product merchandising, brand guidelines, and lighting. Should the product be the focus of your event? Will attendees also socialize within the space?
  • Audio: Create a playlist, hire a DJ, and consider any sound limitations. This is an opportunity to collaborate with another community partner to create music for your brand and/or event.
    • No Sale permit - subject to event type
    • Sale permit - subject to event type
  • Smell: Consider adding a special scent or other accents to the space. Whether it's a flower arrangement from mitsu or incense from Curves by Sean Brown, make sure to add an accent that will enhance the ambiance of your event.
  • Bar: Make sure to obtain a Special Occasion Permit (SOP) and display a print or a digital copy prominently on or near the bar.
  • RSVP page set up:
  • Promotional Material: Depending on your event type, please keep the following in mind:
    • Special Occasion Permit (SOP) - Depending on whether your event is private or public, promotional regulations may vary and could impact your social outreach strategy.
    • Give ample time for people to RSVP.
    • Include sponsors and/or partners.
    • Share the event on multiple channels.
  • Social Media Content: If you have a sponsor or partner that needs to be highlighted, make sure your production/content creation team knows the deliverables you are expected to share according to your partner/sponsor agreement.
    • Provide photographers with a brief and/or shot list.
    • Post social media content to boost engagement, inform customers, and build buzz around your pop-up.
    • Special Occasion Permit (SOP) - depending if your event is private or public event promotional regulations wary and may impact social outreach strategy)
  • Contingency Plan: Just in case things don't go as planned, it's always good to have a Plan B. When putting together this backup plan, think about these factors:
    • Weather conditions
    • Staff shortages
    • Running out of supplies too early
    • Tech issues popping up
    • Unexpected or last-minute expenses

DAY OF

  • Create a list of things that you need to keep track of, such as inventory, attendance, and cash on hand.
  • Ensure that the space you have set up is safe and welcoming.
  • Stay cool headed and maintain a positive attitude.
  • Allow your team enough time to set up and prepare.
  • Periodically check in with the photographer and the team throughout the event to ensure that they are keeping the desired deliverables in mind when creating content..

POST EVENT

  • To ensure timely payment, provide clear guidelines for invoicing. Once received, promptly collect and file paid invoices.
  • Post a thank-you message to partners, sponsors, staff, and customers.
  • Ensure that you fulfill content obligations you have set with sponsors and partners.
  • To prepare for future events, track numbers and overall engagement. This will provide valuable insights for future planning and decision-making.