POP N' LOCK

Pop-Up retail stores are the latest rage. It all seemed to begin in 2003 when ill fated Song Airlines, in need of a stiff branding campaign for their bare bones operation sponsored by Delta Airlines opened their month long, temporary space in New York's stylish SoHo neighborhood, near Dean & Deluca and The Mercer Hotel.

Then Target opened their Isaac Mizrahi Pop-Up Store at Rockefeller Center & eBay delved into the hipster clad Guerilla Marketing scene, eager to get some real-world exposure, keen on shedding its "flea market" image -- invited six interior designers to furnish an entire New York City penthouse. The catch? Designers had a limited budget and could only use furniture and accessories purchased through eBay.com. The result turned out to be a mix of funky and chic, worthy of an upscale store.

Now everyone is getting into the game.

Last night, Diesel opened their Pop-Up store at South Coast Plaza in Orange County and Paper Magazine will open a 24 hour pop up store tonight-Friday, November 7, 6 pm, through Saturday, November 8, 6 pm. The 2nd 24-Hour Department Store takes place at 8873 Sunset Boulevard, cross street is San Vicente.

Just confirmed, Slow & Steady Wins The Race will have the infamous under $100 wedding dress available for purchase. Other "on the verge" designer/boutique highlights include Band of Outsiders, Confederacy, and Rodarte, while Converse will be sponsoring 24 bands over the 24 hours- Lady Tigra, Entrance, The Chapin Sisters & MEGA favourite Daedelus are all scheduled to perform.

Visit the official website for more details...