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May 3 2007 8:05AM EDT

Just Whose Pop Up Store Is It? Alice Roi's or Max Factor's?

Alice Roi is opening a pop up store in SoHo today saying she wants to "test the waters" before opening a full-fledged store. Pop up stores are stores that open for a short period of time and then close. There's an article on the history of subject here. I have to admit I no longer find them interesting as barometers of cool. When Comme des Garcons' did Guerilla stores, part of the appeal was that they were in second cities and could tap the small pockets of hipsters that live there -- the first was in Berlin in 2004, and the latest opened this year in Cracow.

Meanwhile, in Manhattan, they've been used by big brands like Kodak, Target and Suave for years, and are more consumer research centers than anything else. Back in 2005 NPR did a segment on the subject, surely a sign that they're a long way from being hip or underground in 2007.

But Alice Roi is a young designer with only two outlets selling her stuff in Manhattan. So, this might be the only kind of store she can afford. It's also only open for three days, making it cooler than a one-year pop up shop. That she's partnered with Max Factor, who will be doing free makeovers at the store, makes me pretty sure they're footing the bill for the store as well. A Max Factor pop up store certainly has less cache than that of one by a young designer. So instead of calling it a Max Factor pop up, they call it an Alice Roi one. And while Alice might get to sell some stuff and expand her audience, Max Factor is certainly only there to figure out who better to sell make up to young hipsters and probably pitched the idea to Roi for that reason. Nevermind, go, look at the clothes, try on some make-up and let the research begin.

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