Let’s face it, the majority of advertisements fail to deliver. But a market for pastel bananas in Los Angeles? A skincare drive-thru? A coffee shop with a tattoo parlor? People remember and post about that.
Brands are beyond just selling in a world where attention is valuable and your feed is overflowing. They are putting on a spectacle. The most effective pop-ups immerse you in a feeling, a style, or an entire moment rather than merely showcasing a product. You return because of the emotion they evoke in you.
The experience economy is booming right now. And pop-ups are center stage.
Jacquemus: Grocery Carts to Beach Clubs
Jacquemus demanded attention in Los Angeles, California, with a surreal banana market pop-up celebrating its iconic “Le Chiquito” bag in a new colorway. Think pastel fruit stands, branded bananas, and hyper-stylized grocery carts, all set under the LA sun. The goal wasn’t about shopping, it was about being welcomed into the world of Jacquemus and experiencing its aesthetic in a new way.
Then came the Monte Carlo takeover, where Jacquemus traded summer produce markets for poolside glam. The luxury brand transformed the Monte Carlo Beach Club in Monaco with its signature French aesthetic–yellow sun loungers, striped cabanas, and monogrammed towels. Its retro style meets modern fashion marketing. Partnered with Monte-Carlo Société de Bains de Mer, Monaco is more than just a pop-up experience; it’s a fully branded summer escape.
Summer Fridays “Sweet Shoppe”
For the launch of their newest Lip Butter Balm “Sweet Guava,” Summer Fridays created a boutique as sweet as the product itself, blending the vibe of a vintage candy shop with the clean beauty aesthetic the brand is known for.
Located in SoHo, New York, the retro pink storefront had fans lining up before sunrise, with wait times stretching over four hours. Throughout the line and inside, guests were treated not just to the new lip balm but also to additional Summer Fridays-branded goodies: mini product-filled tote bags, summer-flavored popsicles, sour candy baggies, and Jarritos sodas–all aligned to match the experience.
The activation has gained major traction on social media, with both influencers and loyal fans sharing their journey to the “Sweet Shoppe.”
Marshall’s “Upgrade Lounge” at JFK T4
From New York streets to its airports, brands are getting creative with where they stage activations.
Marshall’s surprised travelers at the JFK airport, transforming a section of Terminal 4 into an on-brand “Upgrade Lounge,” complete with a beauty bar stocked with samples, travel essential freebies, and snacks.
The limited-time lounge gave flyers more than just a spot to relax and recharge–it delivered a full brand experience before they even boarded their plane.
The Ordinary “Secret Ingredient”
The Ordinary’s stripped-down aesthetic met bold commentary in their “Secret Ingredient Store” pop-up. Instead of launching a new formula as many fans expected, the brand exposed the real secret ingredient driving up skincare prices: celebrity endorsements.
Displayed in the storefront window of the invite-only pop-up was a pile of branded dollar bills alongside a decal that read: “This is the amount of money we would have to add to the price of our products if we paid for a celebrity endorsement.” Inside, the space served more as an art gallery than a store. Products were displayed with two price tags–one at their regular cost, and one inflated by the 61% markup that comes with a celebrity face.
The Ordinary not only offered an experience with free skin analyses, customized skincare routines, and goodie bags with their bestselling serums, but also offered guests some insight into the industry and something to think about on their way home.
Jellycat Global Pop-Ups
Jellycat has created spaces that go beyond selling plush toys–they deliver a complete experience. Around the world, the brand has launched immersive pop-ups that transform their food-themed plushies into main courses.
In New York, a diner-style store featured staff “preparing” and “serving” Jellycat pancake stacks, waffles, and pizza slices. In London, it was a fish and chips shop. In Paris, a patisserie-style pop-up, displaying French-inspired plush pastries.
Each location brought the brand’s whimsical personality to life through theatrical service, themed interiors, and playful interactions, turning toys into unforgettable and Instagrammable memories.
Why Pop-Ups Are Winning Right Now
Because we don’t want ads. We crave experiences. We crave to feel like we were part of something special, be it a fun photo moment, an intimate surprise, or just a time with friends.
And in a world that’s social-first, that’s how love of a brand happens. The goal isn’t to just sell you–it’s to sell you on it. To make you care. To make you post, share, and remember. It’s one-time, one-of-one, can’t-miss-it FOMO marketing at its finest.
The best part? You depart with something greater than a product; you depart with a story.
