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Opening of the pop-up gallery Shaping Clouds Katerina Valdivia Bruch

Pop-Up Galleries: A New Mode of Self-Promotion

An article by Katerina Valdivia Bruch for Goethe.de

Pop-up spaces are springing up like mushrooms after the rain. Both small and large-scale entrepreneurs are making use of this opportunity to promote their products in a targeted manner for a short period. Nomadic, dynamic and temporary, pop-up spaces are in vogue.

For a long time, Berlin was a real-estate paradise with cheap rents. Many artists, gallery owners, curators and other cultural producers moved to the German capital to take advantage of the city’s large and inexpensive spaces. But these times have past, gentrification has arrived in Berlin as well: Urban districts are upgraded by conversion and renovations, rents are rising and more prosperous population displaces the original inhabitants. It is within this context that so called pop-up spaces, which are used for a certain length of time and for a variety of events, such as exotic food tastings or cooking courses, are currently arising. There are pop-up stores of young designers or fashion labels with one-of-a-kind articles, but also pop-up art galleries. Pop-up is thus primarily a new business model. Above all, it offers small businesses an opportunity to reach the public with their products and promote them.

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