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When Owala launched its new coffee tumbler in September, the Utah-based company known for its colorful water bottles drummed up excitement with a pop-up in Los Angeles’s trendy Silver Lake neighborhood. With the promise of a free tumbler and access to Owala’s temporary café, fans came out well before having their morning coffee. According to Owala, more than 3,500 attendees visited the pop-up on September 14, with some staking out their spot in line as early as 3 a.m. At its peak, the line reached a mile long, with attendees waiting up to five hours to access the pop-up.
Such dedication is not uncommon for free pop-ups in 2024. When beauty brand Fresh hosted a June pop-up to promote its rose-centric skin-care line in New York City’s Meatpacking neighborhood, more than 4,500 attendees turned up with some showing up as early as 5 a.m. Skin-care brand Tatcha saw attendees lining up four hours before the opening of its Say I Dew pop-up in February, which gave out more than 2,000 samples. Hailey Bieber’s skin-care and makeup line Rhode has made its traveling photo booths a TikTok sensation, with consumers waiting in line for as long as seven hours for a free lip gloss and photo reel.
“This is an opportunity to show the consumer: This is what we’re doing for you,” said Austin Connor, vp of experience and creative services at Autumn Communications, which crafted the summer Fresh pop-up. “We’re creating this connective opportunity that allows you to get that white glove experience from [the brand] and feel that we’re actually taking care of you.”
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