Lasting Impressions: Pop‐Up Culture by HWKN. (May 2015)

• Record Type: Journal Article
• Authors: Hollwich, Matthias
• Is Part Of: Architectural design. Volume 85:Number 3(2015:May/Jun.)
• Page Start: 124
• Page End: 129
• Publication Date: 2015-05
• Subjects: 729
• DOI: 10.1002/ad.1911
• Languages: English
• ISSNs: 0003-8504

Abstract

<abstract abstract-type="main"> <title> <x xml:space="preserve">Abstract</x> </title> <p>In an age of competing online media, visibility and presence is everything for a brand. <bold>Matthias Hollwich</bold>, 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'.</p> </abstract>