A Pop Up with Purpose

The Heifer pop-up at Westfield Shopping Center in San Francisco, Calif. Designed by Gensler.

‘Tis the season for giving and buying—and, of course, the now-ubiquitous pop-up shop. Once considered disruptive, pop-ups are now the new normal, as brands from all sectors compete to find new, clever and “cool” ways to capture the attention of the next-gen shopper.

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