Adam Katz runs the creative agency Imprint Projects, which works to develop innovative brand platforms for marketing and communications, and encourages cultural patronage and sincere, positive social engagement. He spoke with PSFK.com about how pop-up spaces are being experimented with to be quickly deployed and assembled to host temporary events like performances and films, connecting with an ever-changing audience, highlighting locally sourced content and bringing cultural enrichment into people’s lives.
As a retail concept, the pop-up has been popularized because there is the potential for big, short-term returns with relatively low-risk. A company can test new markets, and build enthusiasm around a product release or a seasonal story.
Alternatively, our work organizing events and developing temporary marketing venues has always attempted to upend this pop-up model.
We have set up temporary cultural venues and resource centers that attempt to share meaningful skills, create new collaborative partnerships, and build community in the long-term.
Our clients are invested in brand building around shared values. This has allowed us to create a letterpress and silkscreen studio, a photography workshop, a roving bicycle resource center, a sound gallery, a shared studio and exhibition space for young women, a 30-day bookstore and performance venue, and countless "gallery" spaces to accommodate exhibitions, classes, film screenings, and parties.
After first working within traditional venues (galleries, museums, concert halls, etc.), we have found that temporary projects can sometimes be more effective at encouraging social engagement among a diverse population.
These "pop-up" spaces have the capacity to disrupt expectations of a particular street or neighborhood, while uniting talented people from around the city (and beyond).
The theatre, in both ancient Greece and Elizabethan England, grew out of religious festival celebrations and itinerant troupes of performers. It has always been a creative form that adopted various venues, some temporary and impromptu. Before there were movie theaters in every town, films were often shown in the street or within "traveling cinemas." Since the early 20th century, there have been temporary "pop-up" open air cinemas. This is still a common practice today, from India to Austin.
Architects and designers may have, at some point in history, only occupied themselves with building timeless, marble temples for culture.
But I'm inclined to believe that creative people have always been interested in how to create temporary venues, take over public spaces, and insert art into the "urban" fabric.
As for inspiring examples of "pop-up" culture, I think these are more interesting models for temporary programs that "bring cultural enrichment into people's lives": Spacebuster by Raumlabor Occupy Wall Street
To over-simplify things: More and more people are moving into cities around the world. Governments seem less capable of providing social and cultural services. Multinational corporations have accumulated / concentrated more power than ever before.
One trend we acknowledge is that global brands are compelled to act as both citizens and patrons, and some businesses are beginning to adopt practices that integrate cultural/social responsibility platforms. We think this is great.
In the future, more temporary cultural venues will be developed by brands, and these will increasingly involve arts programming, education, and new participatory technologies alongside entertainment.
In addition to many of the programs that we have worked on, I think that the BMW Guggenheim Lab, The Creators Project, and the GE Garages are just a few interesting examples of how brand initiated pop-ups can invigorate communities and support new creative work. (But, it begs the question: At what cost does our society allow corporations to become the primary patron of this activity?)
It's no secret that creative communities are an important part of a healthy urban ecosystem and a contributing factor to a successful business sector.
With this in mind, real estate developers and urban planners, along with entrepreneurs, brand marketers and ad guys, seem especially interested in creating physical spaces for cultural programming.
Museums and theaters are no longer the only venues for arts programming. In fact, these same institutions are now more inclined to go out into their communities: sometimes finding greater success by temporarily educating, performing, exhibiting within the public sphere. One could also argue that artists are now working more in the social and public sphere - outside of the gallery and their studios. We have noticed that serious fine artists are increasingly willing and eager to engage with business in a mutually beneficial context. And so, as people imagine a city of the future, it is one that can accommodate a variety of cultural programs, in flexible venues, alongside companies that benefit from that activity.
The simplest version of this is the shopping mall that includes a rotating art gallery and a performance space with a cafe (perhaps something like Urban Outfitters Space 1520). A more ambitious version might be realized by Tony Hsieh (Zappos) and his community-focused development in Las Vegas called The Downtown Project. Technology will increasingly become an important part of this, and there are exciting projects underway where the city surface itself is engineered as a venue for rich media content display, interactivity, and adaptability.
We are working as a consultant for several exciting projects where the "permanent" built city is being designed to accommodate an impermanent and evolving notion of cultural programming. We are taking a long view of infrastructure, and attempting to create spaces that will adapt to unforeseen community needs.
Green Space: Parks and natural beauty
Common Space: Places for public assembly
Smart Transportation: Mass transit system and bike-friendly roads
Republished with kind permission of PSFK.com
‘Temporary’ is the new normal. Why shouldn’t cities change with the rhythm of the year, week, day and hour? In cities like Bogota, where there are ...
"This also allows to restore old precious landmarks and have multiple local and international events happen in and around it..... With crowdsourced ...