Pop-ups have always been the darlings of experiential marketing—fast, flashy, and full of FOMO. They rise overnight, dazzle for a few days or weeks, and then vanish like a magician’s trick. But here’s the thing: the “temporary” mindset is costing brands more than they realize.

In the world of event marketing, there’s an unspoken competition on the show floor: who can build the biggest, tallest, flashiest structure? But here’s the thing—audiences don’t actually care.