The Pop-up Store
In 1999, a Japanese streetwear brand called A Bathing Ape opened a secret store in Los Angeles for just a few weeks before vanishing — no big advertising, just word of mouth and long lines outside the door. Two decades later, nearly every major brand from Chanel to Amazon has adopted this "appear then disappear" tactic to spark a frenzy without ever committing to a long-term retail lease.
Think & Rich