It’s telling of The Way We Live Now that self-imposed ephemerality is a trend. Pop-ups of all stripes — restaurants, shops, even parks — comprise a fad that, paradoxically, I suppose, doesn’t seem to be going away any time soon. The appeal of the pop-up, as I see and understand it, is that it gives whatever is popping-up an irresistible sheen of newness (“I’ve never seen that before!”) and infuses it with the perfume of imminent disappearance (“I may never see that again!”). What distinguishes the plurality of pop-ups from a Brand New Limited Time Offer from, say, McDonald’s is that they are often associated with words like gourmet, boutique, experiential.
Jordan Melnick | April 3rd, 2012 | No Comments