“Companies now realize that a storefront with large windows and signage gets seen by so many people in one day, especially at a location on 42nd Street and Fifth Avenue or Times Square,” said Jeffrey Roseman, executive vice president at Newmark Retail to WWD. “I have heard companies say for the price of an ad in any of the top fashion magazines, this gives so much more of a buzz.”
http://fashion-merchandising.com/the-evolution-of-the-retail-environment-pop-up-and-temporary-fashion-retail-stores/
Temporary Store – Double W = where and when!