LAS VEGAS—The term “pop-up” has gotten a bad rep in a lot ofways—with people associated it to “the thing in the middle of themall” where someone is harassing shoppers as they walk by—butperceptions have drastically changed. So said panelistDavid Blumenfeld, SVP of WestfieldLabs, based in San Francisco. “Pop-ups are now getting alot of buzz and traction.”
According to Blumenfeld, pop-ups are yet “another way tointeract with people as they come into the center.” It becomes away to engage the customer, he explained. “It gives them a newexperience which is ultimately what we want to do.”
Pop-ups are no longer this “temporary thing,” added Blumenfeld.It is more a matter of getting active in a new innovative way andis gaining popularity. The format represents a low-risk way forretailers to either test the waters in new markets or drive brandequity in targeted markets for specific periods of time andpurposes, he said.
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Natalie Dolce
Natalie Dolce, editor-in-chief of GlobeSt.com and GlobeSt. Real Estate Forum, is responsible for working with editorial staff, freelancers and senior management to help plan the overarching vision that encompasses GlobeSt.com, including short-term and long-term goals for the website, how content integrates through the company’s other product lines and the overall quality of content. Previously she served as national executive editor and editor of the West Coast region for GlobeSt.com and Real Estate Forum, and was responsible for coverage of news and information pertaining to that vital real estate region. Prior to moving out to the Southern California office, she was Northeast bureau chief, covering New York City for GlobeSt.com. Her background includes a stint at InStyle Magazine, and as managing editor with New York Press, an alternative weekly New York City paper. In her career, she has also covered a variety of beats for M magazine, Arthur Frommer's Budget Travel, FashionLedge.com, and Co-Ed magazine. Dolce has also freelanced for a number of publications, including MSNBC.com and Museums New York magazine.
