O uso crescente de estruturas efémeras

Nestes tempos de Showrooming, de lojas online, de reinvenção das lojas físicas... o fenómeno das lojas temporárias "Are Pop-up Stores Here to Stay?":

"As a concept, many industry experts say pop-up is here to stay, because it strikes both business owners and customers as a cure for the sense of retail ennui that has permeated the industry since the start of the recession.
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Pop-up has several distinct manifestations, but the basic format is that a retailer looking to sell something with a short shelf life, launch a brand or build awareness opens a storefront for a few days or weeks. Displays are put up, product is stocked, business is conducted and buzz created -- and then it's gone.
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Pop-ups have divergent business goals. They can be a good way to test a product, dip a toe in a particular location without a long-term lease, make a splash with a brand introduction in a new region, lighten overstocked product through a focused seasonal offering, or establish brand awareness during a special event such as a street festival.
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The idea has evolved from stopgap to being a bona fide genre that many say is now helping to bridge the treacherous chasm between the worlds of online and bricks-and-mortar retail."

Comecei logo a imaginar a relação com o street-marketing... algo que altere o quotidiano das pessoas e das suas rotinas, introduzindo uma novidade...
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Interessante para quem quer lançar uma marca num mercado novo... para criar tracção para uma loja online...
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Mongo é também isto, o uso crescente de estruturas efémeras...