Pop-up shop on wheels allows brand to travel

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Pop-ups appeal to brands for a variety of reasons. They are (generally) temporary structures used for particular occasions; can provide feedback from customers in a way that traditional storefronts often struggle to capture, and can provide a platform for a very focused range of products. Wanting to find something with the ease and portability of a pop-up, that was also reusable, Los Angeles-based Aether apparel company created the Aetherstream. Working with designer Thierry Gaugain, an Airstream trailer was transformed into a travelling storefront complete with a wood burning stove, custom built sofas, furnishings and decorations from Parisian flea and antique…

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