Lasting Impressions: Pop-Up Culture by HWKN

• Autores: Matthias Hollwich
• Localización: Architectural design, ISSN 0003-8504, Vol. 85, Nº. 3, 2015 (Ejemplar dedicado a: Pavilions, Pop-Ups and Parasols: The Impact of Real and Virtual Meeting on Physical Space. Guest Editors Leon van Schaik and Fleur Watson), págs. 124-129
• Idioma: inglés
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• Resumen

  • In an age of competing online media, visibility and presence is everything for a brand. Matthias Hollwich, co-founder of the New York-based practice HWKN, describes how pop-ups can provide a vital ‘touch- point’ for companies' brand campaigns. When placed in a prominent urban venue, they create a highly experiential, physical focus. With the right degree of ‘Tweetability’, this is heightened further as they become a potent social media tool for communicating a ‘brand's “cool” factor’.