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 our recent Ask the Expert column for InTents Magazine, our managing director Gordon Machielsen breaks down how precision planning and modular systems allow assembly to deliver high-impact temporary structures under tight timelines.

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.