Pop-Up art on Primrose Hill

As I made my way up Primrose Hill this morning a billboard came into view. Looking very out of place in the middle of the park, this billboard was a painting of 4 figures against a cityscape with their faces cut out so you could put your own face through and have your picture taken, just like at the seaside.

The element of surprise, of the unexpected ‘ooh, what’s that?’ reaction this work of art elicited is, i think, how pop-up shops should make us feel.

Pop up shops are the brand’s chance to be bold and brave, to be surprising, to create a stir. Something thought provoking is key, for it is this that will leave a lasting impression on the public’s mind.

Here’s the conversation I had on top of Primrose Hill this morning on my way to work (the very fact i was having a conversation with other people at this hour was in itself a mini miracle):

Policewoman; “So what do you think of it then?”

Me; “I don’t really know to be honest. Are they terrorists? Is that Baghdad? I just like the fact that it is making me think, making me ask questions. Usually when I walk to work I’m thinking about not very much at all”

Random man; “It’s about co-existence with different cultures, different people. Or maybe it’s about the fact that any one of us can be a terrorist”

Policewoman; “We’re taking it down. It’s unauthorised. But personally I’d keep it up. It’s thought-provoking”

Random man and me; “Oh don’t take it down”

Policewoman; “Got to. But at least you’ve had a chance to see it. You’re lucky.”

That’s how pop-up shops should make you feel. Like you’re lucky to have stumbled across them. 

By Zoe Daniels