A pop-up, unlike traditional stores, allows brands to show something exclusive, that can be anything from exclusive merchandise, to a promotion, to a glimpse into future product launches. From seasonal markets that may remain in place for weeks to event-based experiences that can come and go in a day, its ephemeral nature can create a sense of urgency with consumers that are drawn by this novelty. Since the wake of the pandemic, through virtual try-on, hyper-customization, and immersive in-store experiences, AR’s adoption by brands has transformed from auxiliary to essential. With AR at the center, brands can create immersive experiences that transcend physical and spatial limitations which would not be possible otherwise. Consumers who want to discover and explore these AR pop-ups can simply do so by scanning the dedicated QR codes which will activate the AR experience for them to interact with.