Temporary shops and restaurants were once a way for artists to subvert empty urban spaces. Now, they’re just as likely to be part of a corporate marketing strategy
One cannot help but imagine the hand of Hubertus Bigend and Blue Ant moving behind the appropriation of pop-ups by larger corporations seeking to shore up their brands in new and interesting ways.
From Zero History:
"But then I remembered Hubertus, ideas of his, things he’d done. Guerrilla marketing strategies. Weird inversions of customary logic. The Japanese idea of secret brands. The deliberate construction of parallel microeconomies, where knowledge is more congruent than wealth."