If you’ve been paying attention to Instagram lately, one of the latest trends in marketing is the pop-up shop. These limited-time locations create hype and aesthetic for that perfect Insta pic, while generating exposure for the brand.

Here are some of our favorites:

Diesel

An Italian clothing company known for its expensive jeans, Diesel took an unusual approach to the pop-up shop. They created a shop on Canal Street in New York that appeared to be selling rip-offs of their own clothes, complete with Sharpie signs and misspelled labels saying “Deisel.”

When the brand revealed that the products were theirs on the second and final day of the pop-up, customers swamped the location to buy the reduced cost products. Not only was the shop a success, but it also was a statement from the brand, calling attention to the problem of selling counterfeit items, which is especially common in that area of Manhattan.

M&M’s

M&M’s created their pop-up to launch a new flavor, letting visitors to the pop-up choose what it would be. The three flavors, crunchy raspberry, crunchy espresso, and crunchy mint, each had their own themed room in the pop-up. Fun features included flavor samples, a giant espresso machine, themed cocktails, and a beanbag pit.

The Museum of Ice Cream

From New York to L.A. to San Francisco to Miami, this pop-up experience has made its way around the country. With its giant cherry sculptures, sprinkle pool, and of course, lots of ice cream, it has taken Instagram by storm. MOIC strategically builds the hype by sporadically releasing tickets, which sell out almost immediately – forcing people interested in going to sign up for their email list, so they can be the first in line for new tickets. Now, MOIC has partnered with Target in The Pint Shop – an interactive grocery experience – to launch their own ice cream line, sold exclusively at the shop and at Target.

Marketing gold: Why are pop-up shops such a big deal?

One of the biggest reasons that pop-up shops are so popular is because they create a perception of scarcity. With only a limited timeframe and/or availability, customers feel the push to go now, before it’s too late.

The other reason pop-up shops are popular? Their fantastic aesthetics. Who doesn’t want to pose with a giant espresso maker or jump into a pool filled with sprinkles? Similarly, if your product is beautiful, well-made, and fulfills your customers’ life-long dreams, your consumers will do a lot of your marketing for you.

Even if a pop-up is not an option for your business, incorporating the principles of exclusivity and aesthetics can still be applied to your business. What can you do to create a sense of urgency while making a beautiful marketing experience for your customers?