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Lasting Impressions: Pop‐Up Culture by HWKN
Author(s) -
Hollwich Matthias
Publication year - 2015
Publication title -
architectural design
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.128
H-Index - 22
eISSN - 1554-2769
pISSN - 0003-8504
DOI - 10.1002/ad.1911
Subject(s) - visibility , experiential learning , advertising , social media , focus (optics) , point (geometry) , popular culture , media studies , sociology , aesthetics , public relations , internet privacy , visual arts , business , art , political science , computer science , law , geography , physics , geometry , mathematics , optics , meteorology , pedagogy
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’.