Pr Toolkit – Pop Up Shops

As part of our new IGTV PR Toolkit series, we spoke to former colleague, Aoife Smith, Director at Movement Events, about pop-up shops. Movement Events is a Dublin- based production and events company that works with clients to create and produce innovative, large-scale, live events and customer experiences.

Aoife and Emma discussed pop-up tips and trends, and here are five key take-outs.

Set Goals from the Start
It is important to define the main goals and objectives for investing in creating a pop-up. Is it to raise brand awareness, educate consumers on a product or offering, test new products in the market, or to generate sales?

Measure Success
Once the goals are set, the next step is to define how you will measure success. Aoife discussed a pop-up Movement Events created for Volvo and how the number of test drives was the key measurement factor. For other brands, it could be sales, footfall, social media shares, brand awareness, etc.

Location, Location, Location
The right location is really important. Movement Events has created dedicated pop-ups in empty high-street retail stores, but also smaller versions in shopping centres, concession stands within larger retail stores, and outdoor moveable pop-ups. Aoife said that brands have to think in terms of functionality – how much storage space is required, do you need a back prep area, staff room, etc.?

The Design
The design of the pop-up is the exciting stage and should fully represent the brand look and feel. For this stage, Movement will ask clients for brand assets such as brand guidelines, logos, images, fonts, pantones, etc. While the design has to reflect the brand, it also has to consider the customer journey within the shop. One really important factor to include in the design is a social sharing element, such as an Instagram area – the design should be as Instagrammable as possible.


Get the Word Out
To generate footfall, buzz and excitement, the pop-up should be supported by a PR campaign and social media campaign. This will help create online talk ability and increase footfall.


When it comes to the future of pop-up shops, Aoife also spoke about some of the interesting trends she is already beginning to see.

  • Increase in pop-ups in local areas and suburbs, as people continue to stay local
  • Creative pop-ups and instore experiences, once it is safe to do so
  • More tech integration with live streaming and a hybrid of virtual and IRL events within the pop-up
  • Empty shopfronts being use for advertisements
  • Increase of pop-ups within existing larger retailers
  • Sustainability and reusing materials from the pop-up
  • Pop-ups turning into permanent locations
  • Food and drink pop-ups to continue to boom, especially outdoors

To view Elevate’s PR Toolkit IGTV series, visit Elevate PR on Instagram