Best Practice Spotlight - Shop-in-shop by POPAI UK & Ireland

In today’s dynamic retail landscape, the rise of shop-in-shop and pop-up activations reflects a growing demand for experiences beyond traditional fixtures. These temporary and semi-permanent brand spaces are no longer just eye-catching installations - they are commercially impactful, emotionally resonant, and strategically designed environments that reshape how shoppers interact with brands. Seen most prominently in high-footfall department stores and premium retail locations, these formats offer a unique opportunity to create immersive, narrative-led encounters that cut through the noise of modern retail.

Unlike static aisles and basic displays, shop-in-shops and pop-ups offer brands greater creative freedom and the chance to deliver tailored experiences that fuse theatre, education and transaction. From interactive skincare consultations to whimsical brand worlds and digital-meets-physical storytelling, these activations captivate shoppers while clearly communicating product benefits, brand values and promotional messaging.

This Best Practice Spotlight report analyses POPAI Award-winning entries from the Shop-in-Shop and Pop-Up category in 2023 and 2024, revealing key themes that define their success. From child-friendly play zones to viral beauty experiences and premium tech showcases, these examples prove that disruptive design, sustainability and emotional engagement can drive not only footfall and awareness, but also measurable sales uplift and long-term brand affinity.

Download the full report below!