Pop-up stores present many advantages to brands and customers.They take advantage of seasonality and events and manifest themselves in a relevant way in front of the targeted customer.Following a mixed-method approach,semi-structured interview outcomes were used to enrich the proposed research model,which was then tested by a questionnaire.Our research’s results highlighted interesting components respective to the Lebanese market’s pop-up stores;test and experimentation,collection presentation,communication and buzz creation.Test results showed that Lebanese pop-up store atmospheres are characterized by their social dimension;customers are less affected by the aesthetics and more affected by the crowd who frequents the pop-up.Results showed that customers feel happier and are more likely to stay and to spend time in the store than to make purchases.
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