It seems that online retail is erasing the presence of physical stores, referred to as the retail apocalypse. Consumers’ desire to experience brands is increasing whilst sensory experiences in the online retail environment are limited. It is increasingly important for brands to be attainable through physical interaction for consumers to stay loyal, a fundament for the experience economy. Therefore, the pop up phenomenon could be considered an approach to blur the line between physical and online stores. The aim of this research is to create an understanding of how the pop up phenomenon is experienced by phygital companies in Sweden, exploring their use of multisensory marketing through pop ups and the effect it has on the brand. A qualitative and exploratory approach with semi-structured and asynchronous interviews including nine managers from the pop up industry was conducted. The data collected was analysed through a thematic approach and compared to existing literature. From the findings, two pop up purposes were identified: (1) pop ups with a long-term marketing purpose to enhance the brand, and (2) pop ups with a short-term selling purpose. Further, the empirical findings of this study suggest that the usage of multisensory experiences was recurrently found to be done unintentionally by the firms, indicating a lack of knowledge of its impact on customer behaviour in the long-term. From combining literature and findings a model was created explaining how firms can use the pop up phenomenon to successfully enhance the company’s brand. This research provides insights of managers’ personal experiences of the phenomenon and explores how pop ups can be a useful tool for a company's brand.

[pt] Esta dissertação relata uma proposta de identificação e descrição das configurações existentes nos recursos e técnicas empregados na engenharia do papel, enquanto dispositivos narrativos e ilustrativos na construção do livro móvel. O objetivo foi demonstrar as relações de coerência e coesão entre os textos verbais e não verbais aplicados ao livro pop-up. O livro pop-up (livro móvel) permeia e cativa o universo infantojuvenil com suas peculiaridades e multiformas. Os mecanismos da engenharia do papel tornam-se cada vez mais arrojados no intuito de atrair e expandir os potenciais sensoriais e sinestésicos que estimulam a imaginação e intensificam a interação do leitor com a leitura. Como metodolologia foram desenvolvidos estudos sobre as funções da linguagem, sobre coerência e coesão que se estabelecem no design de um livro pop-up. Vinte mil léguas submarinas, de Sam Ita, editado em 2010 pela Publifolha serviu como caso exemplar. Com o entendimento das relações entre o textos literário, ilustrativo e escultórico, foi possível concluir que, aproveitando as magnitudes das esculturas de papel, as bases ilustradas das páginas e os elementos dinâmicos das histórias em quadrinhos para encaminhar a narrativa, possibilitaram que as distintas linguagens se tornam complementares. Dessa forma, os estudos sobre a linguagem verbal e linguagem não verbal são igualmente importantes, visto que a maioria de escritores, designers e engenheiros do papel têm a mesma intenção, colaborar e agregar valor ao livro, seja ele pop-up, picture book, livro brinquedo ou qualquer outra ramificação do livro ilustrado. Na adaptação de Sam Ita a soberania dos pop-ups e a dinâmica criativa dos quadrinhos, aguçam o imaginário e, principalmente, os sentidos sensórios e sinestésicos do leitor. / [en] This dissertation reports a proposal of identification and description of the existing configurations in the resources and techniques used in paper engineering, as narrative and illustrative devices in the construction of the mobile book. The objective was to demonstrate the relations of coherence and cohesion between verbal and non-verbal texts applied to the pop-up book. The pop-up book (mobile book) permeates and captivates the universe of children and youth with their peculiarities and multiforms. The mechanisms of paper engineering become increasingly bold in order to attract and expand the sensory and synesthetic potentials that stimulate the imagination and intensify the reader s interaction with reading. As methodology, studies were developed on the functions of language, on coherence and cohesion that are established in the design of a pop-up book. Twenty thousand leagues underwater, from Sam Ita, published in 2010 by Publifolha served as an exemplary case. With the understanding of the relations between the literary, illustrative and sculptural texts, it was possible to conclude that, taking advantage of the magnitudes of the paper sculptures, the illustrated bases of the pages and the dynamic elements of the comics to guide the narrative, enabled the different languages become complementary. Thus, studies on verbal language and non-verbal language are equally important, since most writers, designers, and paper engineers have the same intention, to collaborate and add value to the book, be it pop-up, picture book, book toy or any other branch of the picture book. In Sam Ita s adaptation of the sovereignty of pop-ups and the creative dynamics of comics, they sharpen the imagination and especially the sensory and synesthetic senses of the reader.

Retail is changing. E-commerce is increasing its percentage of total sales while physical storesare closing. This affects how real estate companies work with retail spaces to minimizevacancies, and short-term leasing, also called pop-up stores, is one way to do so. Pop-ups haveexisted in different forms for a very long time. Seasonal stores and farmers markets are twoexamples. The modern-day pop-up, assessed and discussed in this study, is the one not alwaysused for sales purposes but also marketing purposes. This study aims to see how modern-daypop-ups can fill the void left by rapidly closing retail stores.The study was carried out by reviewing existing literature about pop-ups and how they work,followed by semi-structured interviews with real estate companies and consultants throughoutthe property industry. Emphasis was put on bottlenecks and problems with implementing shortterm leasing and how market platforms can aid real estate companies with this.The study shows that real estate companies and the industry as a whole are aware of the statusof traditional retail and that they have started to use short-term leasing to a greater extent thanbefore. The real estate companies were positive towards using short-term leases as a tool tominimize vacancies. However, it also shows some problems with implementing short-termleases from a real estate company's perspective. The main obstacles found during the studywere transparency issues regarding vacant spaces, how short-term leases can negatively affectproperty values, and the time-consuming aspect of signing short-term contracts. Concludingthat market platforms can solve certain problems regarding short-term leases, but others haveto be solved by the real estate industry itself. / Detaljhandeln genomgår en förändring. För varje år som går ökar e-handelns andelav detaljhandelns försäljning och antalet butiksvakanser blir allt större. Detta påverkar hurfastighetsbolag jobbar med sina butiksytor för att minimera det ökade antalet vakanser. Etttillvägagångssätt är att arbeta med korttidsuthyrningar, så kallade pop-up butiker. Pop-upbutiker har funnits väldigt länge och i olika former, så som säsongsbutiker och lanthandel. Denmoderna typen av pop-up butiker som kommer tas upp och diskuteras i denna uppsats är dockden som inte alltid är till för att maximera försäljning utan också för att använda imarknadsföringssyfte. Denna studie syftar till att undersöka hur moderna pop-up butiker kanhjälpa till att fylla det vakuum som lämnats av ett ökat antal vakanta butikslokaler.Uppsatsen skrevs genom en litteraturstudie av existerande litteratur om pop-up butiker samtsemistrukturerade intervjuer med fastighetsbolag och konsulter inom fastighetsbranschen. Härlades stor vikt vid de flaskhalsar och problem som uppstår i samband med implementering avkorttidsuthyrning samt hur marknadsplattformar kan hjälpa fastighetsägare att lösa dessa.Studien visade att fastighetsägare har börjat använda sig av korttidsuthyrningar i en störreutsträckning än tidigare. Fastighetsägarna var positiva till att använda sig av korttidsuthyrningarsom ett verktyg för att minska vakanser. Det visade sig också att det finns problem medimplementering av korttidsuthyrningar från ett fastighetsägarperspektiv. De största problemensom studien visade på var transparens av tomma lokaler, hur korttidsuthyrningar kan påverkafastighetsvärden negativt samt tidsåtgången för att skriva ett korttidskontrakt. Vissa problemkan lösas av marknadsplattformar för korttidsuthyrning medans andra behöver lösas avfastighetsbranschen i sin helhet.

Master of Landscape Architecture / Department of Landscape Architecture/Regional and Community Planning / Mary C. Kingery-Page / Temporary landscapes are an emerging project type with in the field of landscape architecture. Pop-up parks, parklets, and temporary art installations have been gaining media attention and changing notions of open space. Landscape architects need to take a more active role in the planning, design, and execution of these temporary landscapes. Peter Bishop describes temporary land use as “an intentional phase” where the “time-limited nature of the use is generally explicit” (Bishop, 2012, p. 5). This research refines Bishop’s definition by stating temporary landscapes must be intentionally time limited designs of open space. Currently the unorganized variety of projects has impeded landscape architects’ ability to evaluate and learn from these spaces. This research project seeks to understand and synthesize different characteristics of temporary landscapes. A typology was developed by identifying key themes in literature, composing a carefully curated series of precedent studies, participating in the development of a temporary pop-up park in Wichita, Kansas, and developing a matrix that identifies the relationships between temporal types. The products of this research will help planners and designers develop more successful and intentional temporally limited designs.

Purpose: To examine whether there is an interest in a public showroom for Swedish consumers and fashion e-retailers and how it could benefit them. Design/methodology/approach: Qualitative interviews with two Swedish fashion e-retailers were conducted in order to understand if there was an interest in a public showroom amongst the chosen companies. A survey with 200 participants was carried out with students from the Swedish School of Textiles, to get an understanding of their e-shopping behavior. Findings: It was found that there is an interest in implementing a public showroom. According to the survey results, a majority were in favor of trying on a product before purchasing it. The fashion e-retailers that were interviewed thought that it would be of interest if it would function more as a temporary pop-up solution. Practical implications: The findings are of relevance for fashion e-retailers that are potentially interested in an additional marketing and communication channel for their internal brands. Originality/value: As there was no research regarding Swedish fashion e-retailers attitude towards a public showroom, this thesis contributes with new findings to the academics. Furthermore, it can be used as a guideline to fashion e-retailers in the event of opening of a public showroom. / Program: Master Programme in Fashion Management

Avsikten med vår uppsats är att bringa förståelse kring hur modevarumärken använder sig av nytänkande marknadsföring vid förmedling av sitt budskap, med fokus på: sociala mediekanaler, varumärkesambassadörer och Pop up stores. Vår huvudfråga är; Hur använder sig modeföretag av innovativ marknadsföring för att kommunicera sitt varumärkesbudskap? Innovativ marknadsföring är vårt egna begrepp vilket vi definierar som marknadsaktiviteter med syfte att skapa uppmärksamhet kring ett varumärke med fokus på kreativitet och nytänkande snarare än med pengar. Den empiriska undersökningen består av intervjuer med respondenter från Jumperfabriken, Svenska Moderådet, Dragster Kommunikation och Hope. Vår teoretiska referensram berör teorier gällande varumärkets tre nivåer, märkets författare, deltagande och absorbering, dold marknadsföring, pullmarknadsföring samt diffusionsteorier. Varumärkets tre nivåer skildrar kärna, stil och tema. Där kärnan motsvarar varumärkets själ, stil beskrivs som den kultur varumärket gestaltar och tema handlar om hur detta kommuniceras till marknaden. Märkets författare kategoriseras som märkesinnehavare, konsumenter, populärkultur och andra viktiga intressenter. Samtliga aktörer är skapare av märkets mening. Kundens grad av deltagande samt typ av anknytning/relation till omgivningen kopplas i uppsatsen till olika typer av marknadsföringsaktiviteter. Kunden kan vara enbart mentalt närvarande, fysiskt närvarande eller bli medproducent till händelsen och på så sätt påverka resultatet. Dold marknadsföring är ett innovativt sätt att nå ut med sitt varumärkesbudskap genom mediebruset. Ett dolt marknadsföringsbudskap kan spridas fysiskt, verbalt eller virtuellt. Det nya sättet att kommunicera kallas pullmarknadsföring och innebär att information finns tillgänglig då konsumenten vill ta del av den. Diffusion innebär spridning i och genom sociala system. Diffusionsprocessen omfattar många människors beslut kring att anamma en nyhet. Ett varumärke måste även legitimeras för att bli erkänt och en välanvänd legitimeringsmetod är att visa upp sina plagg på välkända personer. Uppsatsen visar att företag inte använder sig av innovativ marknadsföring i rent försäljningssyfte. Det huvudsakliga användningsområdet är istället att förmedla budskap och frambringa associationer. Innovativ marknadsföring används också för att skapa en relation till varumärkets konsumenter, för att de i sin tur skall sprida budskapet vidare. Denna typ av marknadsföring kan i många fall ses som synonym till dold marknadsföring. De tre delarna fysiskt, verbalt samt virtuellt är centrala och bör kombineras. Även pullmarknadsföring kan knytas samman med innovativ marknadsföring, i avseende att konsumenter är vana vid att välja vilka budskap de vill ta del av. Den innovativa marknadsföringen är upplevelsebaserad och i takt med att konsumenters medvetenhet kring reklam ökar måste aktiviteterna ständigt förnyas. Sociala medier är ett självklart inslag i företags marknadsföring. Det innovativa ligger dock i aktiviteterna, snarare än i själva kanalerna. Dessa aktiviteter kräver en reaktion för att få spridning. Ambassadörer kan ha en stor påverkan i diffusionen av ett modevarumärke. Det är dock viktigt att varumärket noggrant tänker igenom sitt val av ambassadör för att undvika oönskade associationer. En annan viktig aspekt är att ambassadörskapet bör framhållas som ett samarbete för att undvika den negativa klangen i företagssponsring. I framtiden tror våra respondenter att ambassadörskapet kommer nå nya dimensioner genom innovativa samarbeten. Vi kan i och med detta dra slutsatsen att en ambassadör inte enbart behöver vara en känd person utan kan lika väl vara en plats varumärket vill associeras med. Genom att sätta upp en Pop up store kan varumärken nå ut till medvetna konsumenter och nya marknader. Butiken uppfattas ofta som slumpmässig, men är i själva verket en strategiskt planerad marknadsföringsaktivitet. Pop up stores och andra analoga aktiviteter är i dagsläget mer sällsynta än de innovativa marknadsföringsaktiviteter som sker på internet. Vi kan därav dra slutsatsen att Pop up stores och liknande aktiviteter är här för att stanna. / Program: Butikschef, textil och mode

This report is a chronicle of my research and design practice at The University of Texas at Austin in pursuit of the MFA in Design. It traces my interest in visual narrative, specifically in the component relationships evident in a close study of comics as they relate to questions of dimensionality and form. Key elements in this trajectory include the application of humor, sequential illustration, paper engineering and the adaptation of texts to works of visual and dimensional narrative. Along with a documentation of my working methods and experience, an appropriately distilled version of my extensive study of literature, comics, diorama, and pop-up books can be found in the following pages. / text

This paper puts forward a new approach to the revitalization of vacant and neglected buildings and spaces by introducing the use of temporary pop-up environments. The initial research establishes groundwork for pop-up environments and temporary use, while pointing to their potential. Records from specialists, Florian Haydn, Robert Temel, and Philipp Oswalt, exhibit various types of temporary uses and interim strategies. Strategies are displayed in their selection of sites and operation. These strategic approaches will support transitioning space and present interim projects, which have the prospect of utilizing space as a secondary means, while a more primary use of space is in development. The case studies will demonstrate the temporary use strategies and social factors, which may establish new meaning to facilitate change. By presenting possibilities of repurposing through temporary and interim uses, there is the opportunity for renewal and averting the dependence on massive (re)development, sustaining a city’s heritage.

My research proposal intends to investigate deployable structures by studying nomadic systems, to be able to create lightweight structures. This is done by studying the local nomadic knowledge, combined with unconventional and experimental techniques from pneumatic, mobile, and tensile structural innovation, enabling a small or no footprint in the fragile context.   My point of departure is the conception of buildings that move while distributing culture fast and democratic, taking into account layers of social, cultural, and environmental necessities. Through this research, I aim to find organizational, conceptual tools and models for regenerating cultural environment, to create an autonomous building system, aware of the complexities of the global pandemic and the crisis of cultural institutions.   Informed by local, vernacular techniques, structural and environmental, secrets are revealed and translated into new flexible components and cultural and educational programs, while pointing at the importance of local techniques and material choices.    Based on theories and techniques borrowed from the fields of nomadic, pneumatic, and deployable systems, this research resulted in a system of mobile structures that deploy culture and democratically empower communities, anchored in its immediate cultural and social context, and responding to new, wide expressions of cultural exchange.

The purpose of this paper is to gain knowledge of the phenomenon of pop-up libraries and what image of pop-up libraries is produced in the media through content analysis of articles and notices in newspapers. Through the results of this analysis, I looked at how the pop-up library can be seen as marketing and what it is marketing for. The aim has also been to investigate whether it is possible to insert the pop-up library into a marketing model by professor E. Jerome McCarthy called 4P: product, price, place and promotion. The method chosen has included obtaining documents in the form of articles from the site ”Mediearkivet”. A content analysis has been carried out within a thematic framework based on the questions: what, where, how and why. The results of this study show the different ways in which the public library designs its pop-up library. A destinctive feature of the pop-up libraries is that there is a willingness among librarians to go outside the library’s walls, show what the public library has to offer and reach new potential borrowers. The result also show that the pop-up library can be seen, and often do so, as a way of marketing the public library. 4P is a model that can be used by pop-up libraries for marketing purpose with certain reservations. In the thesis I suggest that price should be removed in the model as pop-up libraries can not be seen as profit-making. I also suggest an adding of 2 P: person and physical evidence from Booms and Bitners 7P model.