Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)
Issue link: https://sct.epubxp.com/i/58695
RET AILING TODA Y Here today ... S POPUPINSIDER LISTS PROPERTIES SEEKING VERY TEMPORARY TENANTS By Beth Mattson-Teig space in New York City's SoHo that has used the service. "It cuts out a lot of time that brands spend searching for experiential space and pop-up spaces and lets them focus more of their en- ergy on the conceptual and marketing aspects of pop-ups." The website (Popupinsider.com) URE, POPUPINSIDER IS ALL about pop-up retail, where tenants are deliberately here today and gone tomorrow. But the company itself intends to stick around for a while. This online exchange for temporary property operates much like com- mercial real estate listing services CoStar or LoopNet, on which users search a database of available properties at no charge, by type, city and similar criteria. Naturally, PopUpInsider deals are typically negotiated in terms of days or weeks rather than years. "I think PopUpInsider is providing a very valuable service," said Greg T. Spielberg, director of content at the Openhouse Gallery, a commercial launched in February 2010 with about a dozen listings, only in Manhattan. To- day the site advertises about 400 spaces all over the country, including 120 retail locations of its largest client, General Growth Properties. PopUpInsider is the creation of Christina Norsig, who has experience both managing e-commerce sites and opening and operating pop-up stores. In 2003 Norsig founded ETableTop. com, a luxury tabletop and decorative arts e-tailer. She is author of Pop-Up Retail: How You Can Master This Global Marketing Phenomenon. From the beginning Norsig's vision for PopUpInsider involved more than just creating a searchable database. She POPUPINSIDER TRANSFORMED AN EMPTY STORE IN NEW YORK CITY'S SOHO NEIGHBORHOOD INTO A POP-UP STORE PROMOTING WARES FROM LOCAL SHOPS. 14 SCT / APRIL 2012