EVENTS AS A COMMUNICATION STRATEGY. ORGANIZATION OF A POP-UP STORE: IT¿S LAVA, AGOSTO STUDIO AND INSOMNIA STUDIO

Abstract

This paper focuses on the study of pop-up shops as an effective communication strategy for brands in today's market. The study analyses how these ephemeral events, characterised by their temporality and exclusivity, generate a significant impact on the visibility and success of brands. Theoretical and practical aspects of event organisation are addressed, highlighting the pre-event, day-of-event and post-event phases. In addition, the paper examines the relationship between events and brand communication, presenting a practical model of a pop-up shop organised by the brand It's Lava in collaboration with Agosto Studio and Insomnia Studio, all promoting sustainable and local fashion consumption.