News
THE BOOK ON POP-UP
March 4, 2010
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| No need to up your ginkgo, that jewlery store wasn't there last time you checked. With plenty of unoccupied retail stores on the market right now, pop-up stores have become a commodity in reinvigorating vacant space. Capitalizing on the trend of these temporary set-ups, retail and marketing expert Christina Norsig has teamed up with investment guru Eric Michael Anton (in a venture separate from Eastern Consolidated) to offer a national online exchange, called PopUpInsider.com, dedicated to helping landlords, brokers, and retailers utilize unused space. The database is searchable by city and state; although most of the properties listed so far are in NY, keep your eyes peeled for an overall national launch by April. |
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| Christina, also the founder of eTableTop.com, has launched eight pop-up stores over the years and understands the intricacies involved—a month-to-month lease can turn into something greater. In ’07, she transformed a 1.7k-SF SoHo space into a holiday store (above), receiving nearly free rent in return for renovating the space; in turn, the landlord attracted a long-term lease after her pop-up left. Leasing agents or landlords list the space on PopUpInsider for a $499 flat fee, and the properties are also promoted in media and PopUpInsider newsletters. She notes that this is not competing with brokers, but rather a means to generate leads for empty space. |
