How to Choose the Right Space for Your Pop-Up
Choosing the right space means looking beyond four walls and considering the surrounding environment. Spaces come in many shapes and forms, each offering different opportunities and benefits.
Finding the Perfect Location for Your Brand
When searching for the perfect pop-up location, ask yourself: What do you want to achieve, and who do you want to reach? Finding a space that aligns with your brand and resonates with your audience is key to success.
Researching Your Market
Once you’ve identified your target audience, the next step is on-the-ground market research. Visiting potential areas gives you a feel for the foot traffic and an opportunity to connect with local businesses for potential collaborations.
Additionally, think about the type of space that suits your goals. Are you aiming for sales or brand exposure? The clearer you are on your objectives, the easier it will be to find the perfect location.
Types of Spaces to Consider
1. High Street
City centres offer high exposure with significant footfall and visibility from neighbouring brands. However, these locations can be competitive and fast-paced, which may not be ideal for every brand. If you find a prime spot, act quickly, as these spaces are often in high demand.
Best for: Brand exposure, customer engagement, market testing
Key features: High visibility, high footfall, prime location
2. Shopping Centres
Shopping centres are designed for retail, making them a strong option for driving sales. While rent may be higher, the guaranteed foot traffic and dedicated retail environment make them a solid investment. Many shopping centres also offer marketing support to enhance your brand’s presence.
Best for: Brand positioning, experiential retail, customer engagement
Key features: High footfall, weather-proof, high intent to purchase
3. Markets
Markets have surged in popularity, offering a vibrant atmosphere and an opportunity to engage with customers directly. They require minimal setup, making them an affordable and flexible option for testing new products.
Best for: First-time pop-ups, product launches, direct customer engagement
Key features: Low-cost, community-driven, easy setup
4. Galleries
Galleries offer a professional setting with well-lit spaces, ideal for artistic or premium brands. These venues are accustomed to short-term exhibitions and events, making them a smooth option for pop-ups. Book ahead, as galleries tend to be in high demand.
Best for: Events, product showcases, launch parties
Key features: White-boxed spaces, easy setup, existing clientele
5. Unique Venues
From rooftops to warehouses, unique venues attract attention and create memorable experiences. These locations are perfect for generating PR buzz and drawing customers in for an exclusive event.
Best for: PR opportunities, brand experiences, immersive retail
Key features: Standout locations, unique branding potential, high engagement
Considering Your Surroundings
Meet the Neighbours
The businesses around you can impact your success. Being near complementary brands can help attract the right customers, while too many competitors may dilute your presence. Look for an area where businesses align with your brand without overshadowing it.
Accessibility Matters
Make sure your pop-up is easy for customers to reach. Consider public transport links, parking availability, and local delivery regulations. This is particularly important if you plan to receive frequent deliveries or run an e-commerce component alongside your pop-up.
Know Your Footfall
Spend time in the area before committing to a space. Observe the foot traffic at different times of the day and assess whether it matches your target audience.
Tip: “I always make my pop-up shops feel like a community space, so understanding the local audience is essential. Spend time in the area, grab a coffee, and see who walks by.”
Turning the Wrong Space into the Right One
Sometimes, a space is in the perfect location but isn’t quite the right fit. With the right adjustments, you can transform it into an ideal pop-up spot. Consider:
Rentable furniture for easy, customisable setups
Temporary signage to align with your brand
Partnerships with build teams to make minor structural adjustments
At PopHub, we can connect you with design solutions and build partners to help you create a space that suits your brand and goals.
Find Your Perfect Pop-Up Space
Choosing the right space takes research, planning, and a clear vision of your brand’s goals. Whether you’re launching a product, testing a new market, or building brand awareness, the right location can make all the difference.
Looking for a space? PopHub can help!
Browse our available locations and find the perfect spot for your next pop-up.
