| Abstract: | 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’. |
