Pop-Ups

Sometimes the maxim “If it ain’t broke don’t fix it ” just doesn’t apply. To wit event marketers working on the second iteration of a successful pop-up face a unique struggle: finding the balance between creating a unique experience that capitalizes on all the great elements from the first pop-up while introducing enough new stuff to keep the crowds—and the buzz—coming the second time around. How two brands faced—and met—the challenge: