Nike and Kanye West are two of many brands that have begun using the online service Storefront to create unique in-store experiences.
Storefront is a service that connects vacant commercial properties with those in need of a venue; it has been described by some as the Airbnb of pop-up spaces. The explosion of online shopping has contributed to an excess of unoccupied stores, yet many consumers desire a deeper experience for their money than a simple internet transaction. Which is where Storefront fits perfectly in the market, pop-up stores offer low-cost, low-risk adaptable experiences for brands that can create long term impressions and maybe even brand/consumer relationships.