Nationwide network of pop-up marketing spaces

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BrandNew Stores aims to turn fleeting pop-up shops into a chain concept, creating fixed spaces where brands can temporarily present themselves in a regular retail environment. Its first branch opened in the Dutch town of Amstelveen last month, where Alfa Romeo used the shopping mall space to present its new Alfa Mito model. It’s all about experience marketing: companies can use a BrandNew Store for a few weeks to present a product or service, or to reach out to new and existing customers without going for immediate sales.

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