Pop-ups aren’t just trending for big brand activations; they’ve taken over the restaurant scene as well.

Pop-ups aren’t just trending for big brand activations; they’ve taken over the restaurant scene as well. So-called “rock-star chef[s]” are setting up temporary eateries to test out experimental dishes, while TV show-themed pop-ups reel in awaiting fandoms. These pop-ups amp up hype with their limited runs, making patrons want to be the first of their friends (and followers) to document the Instagrammable dining experiences. But after they make the gram, the pop-ups fade fast. (GQ)