Tiffany & Co. Birth of a Diamond

Pop-ups trace to Russ Miller’s 2003 Vacant New York Dr. Martens drop and Rei Kawakubo’s 2004 Comme des Garçons guerrilla shops. Short, lightly pre-hyped concept stores for launches and collabs draw queues; in fashion they became almost mandatory marketing, mixing scarcity, spectacle and fan pilgrimage.