Born between the United States and the United Kingdom as a temporary retail space, the term pop-up store is now increasingly common in the PCO glossary too.

This expression refers to a non-permanent sales space, open for a limited period of time: a few days, a few weeks or, in some cases, just over a month. Its exclusivity lies in its short duration, turning the purchase into an opportunity to be experienced in the moment.

Over time, the pop-up store has become a marketing and relationship-building tool: it allows brands to meet their audience in person, present products, attract interest and create an experience designed to be shared and talked about.

For a convention centre, this means much more than simply hosting a sales space: it means shaping a true event format. It requires flexible environments, clear visitor flows, exhibition areas, fitting areas, technical support and careful flow management, from entrance to purchase.

A recent example at Generali Convention Center Trieste was the Qlhype Private Sale, which from 24 to 27 June transformed Magazzino 27 into the Trieste stop of the fashion e-commerce tour, bringing exclusive selections, stock pieces and past collections from major brands to an in-person audience.