{"id":1578003,"date":"2026-03-03T16:18:41","date_gmt":"2026-03-03T15:18:41","guid":{"rendered":"https:\/\/lexpress-franchise.com\/es\/articulos\/pop-up-stores-que-son-como-montar\/"},"modified":"2026-03-03T15:58:22","modified_gmt":"2026-03-03T13:58:22","slug":"pop-up-stores-que-son-como-montar-una-en-currentyear-tendencias","status":"publish","type":"post","link":"https:\/\/lexpress-franchise.com\/es\/articulos\/pop-up-stores-que-son-como-montar\/","title":{"rendered":"\u2018Pop up stores\u2019: qu\u00e9 son, c\u00f3mo montar una en 2026, tendencias"},"content":{"rendered":"\n<p><strong>En un entorno saturado por los impactos digitales, las marcas han encontrado en las <\/strong><strong><em>pop-up stores<\/em><\/strong><strong> una herramienta poderosa para reconectar con su comunidad de forma f\u00edsica y memorable. Estos espacios temporales no solo permiten testar mercados con un riesgo reducido, sino que se han convertido en el epicentro del marketing experiencial, donde la exclusividad y la sorpresa transforman una simple compra en un evento \u00fanico e \u201c<\/strong><strong><em>instagrameable<\/em><\/strong><strong>\u201d.<\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-dots\"\/>\n\n\n\n<h2 class=\"wp-block-heading has-primary-color has-text-color has-link-color wp-elements-8cc4c9af876d1efcd6a62714b0d031eb\">Qu\u00e9 es una \u2018pop up store\u2019<\/h2>\n\n\n\n<p>Una <em>pop-up store<\/em> es un <strong>espacio comercial de car\u00e1cter temporal<\/strong>, dise\u00f1ado para operar durante un periodo limitado de tiempo que puede oscilar entre unos pocos d\u00edas y varios meses. Su esencia reside en un <strong>objetivo estrat\u00e9gico espec\u00edfico<\/strong>, ya sea el lanzamiento de un producto, una activaci\u00f3n de marca o una prueba de mercado. A diferencia de la tienda tradicional, que es permanente y se enfoca en la venta continua, las <em>pop ups<\/em> priorizan la experiencia y el marketing con una inversi\u00f3n mucho m\u00e1s flexible.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-primary-color has-text-color has-link-color wp-elements-9d6892ba2fb78bac6561dc12e6a86b4d\">Tipos de negocios \u2018pop up stores\u2019<\/h2>\n\n\n\n<p>Dependiendo de la meta perseguida, existen cuatro tipolog\u00edas principales:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Promocionales<\/strong>: orientadas a lanzamientos de producto o campa\u00f1as puntuales.<\/li>\n\n\n\n<li><strong>Experienciales<\/strong>: centradas en el <em>branding <\/em>y la interacci\u00f3n con el usuario, m\u00e1s que en la transacci\u00f3n comercial.<\/li>\n\n\n\n<li><strong>De prueba de mercado<\/strong>: utilizadas para evaluar la aceptaci\u00f3n de la marca en nuevas ciudades o pa\u00edses antes de una apertura definitiva.<\/li>\n\n\n\n<li><strong>Colaborativas<\/strong>: donde varias marcas se unen en un mismo espacio para generar sinergias.<\/li>\n<\/ul>\n\n\n\n<p>Marcas l\u00edderes como Nike o Glossier han empleado estos formatos con \u00e9xito para fortalecer el v\u00ednculo emocional con sus seguidores.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-primary-color has-text-color has-link-color wp-elements-f422bd340bb2951c63a139706002a3c9\">C\u00f3mo montar una pop up store en Espa\u00f1a: pasos clave<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">1 &#8211; Objetivos y estrategia de una \u2018pop up store\u2019<\/h3>\n\n\n\n<p>Aunque pueden generar ventas directas, el prop\u00f3sito principal de las <em>pop ups <\/em>suele ser <strong>generar impacto de marca y <\/strong><strong><em>engagement<\/em><\/strong>. Por lo general, el peso de la estrategia se reparte en un 60-70 % para posicionamiento y un 30-40 % para ventas.&nbsp;<\/p>\n\n\n\n<p>En una <strong>estrategia omnicanal<\/strong>, estas tiendas refuerzan la experiencia <em>offline<\/em> integrando elementos digitales como c\u00f3digos QR, aplicaciones y redes sociales, permitiendo adem\u00e1s la <strong>recogida de datos valiosos<\/strong> sobre el comportamiento del consumidor.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2 &#8211; Ubicaci\u00f3n y duraci\u00f3n de la tienda \u2018pop up\u2019<\/h3>\n\n\n\n<p>La elecci\u00f3n del lugar es cr\u00edtica y depende del tr\u00e1fico peatonal, la afinidad con el p\u00fablico objetivo y el presupuesto. Funcionan especialmente bien en <strong>zonas comerciales consolidadas<\/strong> para ventas inmediatas, o en eventos y festivales para lograr mayor viralizaci\u00f3n e impacto.&nbsp;<\/p>\n\n\n\n<p>En cuanto a la <strong>duraci\u00f3n<\/strong>, se adaptan al objetivo, desde un solo d\u00eda para eventos exclusivos, hasta uno o varios meses para tests de mercado profundos.\u00a0<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3 &#8211; Dise\u00f1o de una \u2018pop up store\u2019 y experiencia de usuario<\/h3>\n\n\n\n<p>El dise\u00f1o es el gran diferenciador de una <em>pop up<\/em>. Debe ser <strong>atractivo para compartir por redes sociales<\/strong>, reflejar la <strong>identidad de la marca<\/strong> e invitar a la <strong>interacci\u00f3n constante<\/strong>. Para lograrlo, se utilizan elementos sensoriales como marketing olfativo, iluminaci\u00f3n estrat\u00e9gica y m\u00fasica alineada con la marca, adem\u00e1s de tecnolog\u00edas como la realidad aumentada y la personalizaci\u00f3n en vivo.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4 &#8211; Marketing y comunicaci\u00f3n: el \u00e9xito de las \u2018pop ups\u2019\u00a0<\/h3>\n\n\n\n<p>Buscan generar escasez y urgencia. Las <strong>estrategias m\u00e1s efectivas<\/strong> incluyen cuentas atr\u00e1s en redes sociales, colaboraciones con influencers y acceso VIP para clientes leales. Dentro de la tienda, se suelen organizar talleres o lanzamientos exclusivos. Firmas como Supreme han basado su modelo de negocio precisamente en esta sensaci\u00f3n de exclusividad limitada.<\/p>\n\n\n<div class=\"lf-gut-blog-post-cta-efference\" style=\"border-color: #ffe066;\"><div class=\"lf-gut-blog-post-cta-efference__icon\" style=\"color: #ffe066;\"><svg class=\"icon-thumb-up\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"35\" height=\"35\" viewBox=\"0 0 48 48\" fill=\"none\" style=\"color: #ffe066;\"><path fill=\"currentColor\" d=\"M21.4998 4.89989L20.8499 4.13985L20.8474 4.14202L21.4998 4.89989ZM26.5397 4.89989L27.1922 4.14197L27.1842 4.13526L26.5397 4.89989ZM29.6998 7.62011L30.3547 6.86441L30.3522 6.86223L29.6998 7.62011ZM40.4197 18.3401L41.1776 17.6877L41.1754 17.6851L40.4197 18.3401ZM43.1398 21.5L43.8998 20.8501L43.8977 20.8476L43.1398 21.5ZM43.1398 26.54L43.8977 27.1924L43.9044 27.1845L43.1398 26.54ZM40.4197 29.6999L41.1754 30.3549L41.1776 30.3523L40.4197 29.6999ZM29.6998 40.4199L30.3521 41.1778L30.3547 41.1756L29.6998 40.4199ZM26.5397 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19.7102 13.9998 20.48H15.9998ZM16.8798 19.7H17.8198V17.7H16.8798V19.7ZM17.8198 19.7C18.3941 19.7 18.5477 19.8104 18.574 19.8344C18.5776 19.8376 18.6998 19.9386 18.6998 20.48H20.6998C20.6998 19.7014 20.532 18.9123 19.9205 18.3556C19.3318 17.8195 18.5455 17.7 17.8198 17.7V19.7ZM18.6998 20.48V29.6399H20.6998V20.48H18.6998ZM18.6998 29.6399C18.6998 30.1755 18.5805 30.2788 18.5752 30.2838C18.5511 30.3061 18.3996 30.4199 17.8198 30.4199V32.4199C18.56 32.4199 19.3484 32.2937 19.9343 31.751C20.539 31.191 20.6998 30.4043 20.6998 29.6399H18.6998ZM17.8198 30.4199H16.8798V32.4199H17.8198V30.4199ZM16.8798 30.4199C16.2914 30.4199 16.1424 30.3079 16.121 30.2883C16.1152 30.2829 16.0888 30.2593 16.0604 30.1704C16.0287 30.0714 15.9998 29.9055 15.9998 29.6399H13.9998C13.9998 30.4097 14.1585 31.2015 14.7685 31.7616C15.3571 32.302 16.1482 32.4199 16.8798 32.4199V30.4199Z\"\/><\/svg><\/div><h3 class=\"lf-gut-blog-post-cta-efference__title lf-transform-none\">Las \u2018pop up stores\u2019 como oportunidad para las franquicias<\/h3><p class=\"lf-gut-blog-post-cta-efference__lede\">En el <strong><a href=\"https:\/\/lexpress-franchise.com\/es\/nuestras-franquicias\/\">sistema de franquicias<\/a> <\/strong>, las <em>pop up stores<\/em> se han consolidado como una herramienta estrat\u00e9gica para crecer con menor riesgo. Este formato permite a las ense\u00f1as testar nuevos mercados antes de una apertura definitiva, reforzar la visibilidad de marca en zonas clave y apoyar a su red de franquiciados en campa\u00f1as concretas. Adem\u00e1s, funcionan como <strong>escaparate real del modelo de negocio<\/strong>, facilitando la captaci\u00f3n de nuevos franquiciados y aline\u00e1ndose con estrategias omnicanal que combinan experiencia f\u00edsica y digital.<\/p><\/div>\n\n\n<h2 class=\"wp-block-heading has-primary-color has-text-color has-link-color wp-elements-fd0abb95d435fdc5c81b40126d5ab2ed\">\u00bfCu\u00e1nto cuesta abrir una \u2018pop up store\u2019?<\/h2>\n\n\n\n<p>Abrir una <em>pop up store<\/em> en Espa\u00f1a puede requerir una inversi\u00f3n relativamente contenida en comparaci\u00f3n con un local permanente, aunque el coste depender\u00e1 de la ciudad, la duraci\u00f3n y el nivel de dise\u00f1o del espacio. De forma orientativa, el presupuesto puede oscilar entre <strong>3.000 y 15.000 euros<\/strong> para una apertura temporal de entre una semana y un mes.<\/p>\n\n\n\n<p>El alquiler del espacio suele representar la partida principal, especialmente en zonas<em>prime<\/em> de ciudades como Madrid o Barcelona, donde puede superar los <strong>1.000\u20133.000 euros por semana<\/strong>. A ello se suman gastos de acondicionamiento, mobiliario ef\u00edmero, stock inicial, personal y acciones de marketing para generar impacto en un periodo corto de tiempo.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-primary-color has-text-color has-link-color wp-elements-072600ea843a393c4120ec37e3c3f83e\">\u00bfEs rentable montar una \u2018pop up store\u2019?<\/h2>\n\n\n\n<p>La rentabilidad de una <em>pop up store<\/em> depende, en gran medida, de su <strong>planteamiento estrat\u00e9gico<\/strong>. Al tratarse de un formato temporal, su objetivo no siempre es \u00fanicamente la venta directa, sino tambi\u00e9n generar visibilidad, captar nuevos clientes o testar un producto en una ubicaci\u00f3n concreta.<\/p>\n\n\n\n<p>Si se elige bien el emplazamiento y se concentra la inversi\u00f3n en una experiencia diferencial \u2014dise\u00f1o atractivo, lanzamiento bien comunicado y acciones en redes sociales\u2014, es posible <strong>alcanzar m\u00e1rgenes interesantes en un corto periodo de tiempo<\/strong>. Adem\u00e1s, al no asumir contratos de larga duraci\u00f3n ni costes estructurales elevados, el riesgo financiero es m\u00e1s limitado que en un local permanente.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-primary-color has-text-color has-link-color wp-elements-71970c66bbe3eb4e33f0120c83e8caee\">Ventajas de crear una \u2018pop up\u2019<\/h2>\n\n\n\n<p>Entre los beneficios de crear una tienda <em>pop up <\/em>destacan el bajo riesgo estructural, la alta visibilidad que otorgan y la flexibilidad para cambiar de estrategia r\u00e1pidamente. Son ideales para crear una conexi\u00f3n emocional directa con el cliente y realizar testeos r\u00e1pidos de nuevos conceptos sin las ataduras de un contrato de alquiler permanente.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-primary-color has-text-color has-link-color wp-elements-bb159a3435b88ecff095d4577d373eb0\">Desventajas y riesgos de crear una \u2018pop up store\u2019<\/h2>\n\n\n\n<p>La cara B de la moneda reside en la <strong>dependencia absoluta de la promoci\u00f3n previa<\/strong> que hagas del establecimiento <em>pop up<\/em> para que tenga \u00e9xito. Sin una comunidad que responda, la conversi\u00f3n puede ser muy baja.\u00a0<\/p>\n\n\n\n<p>Adem\u00e1s, como ya hemos comentado, montar una <em>pop up<\/em> conlleva una log\u00edstica compleja y un coste de oportunidad alto debido a su corta duraci\u00f3n. No son recomendables para productos que requieran una educaci\u00f3n del consumidor muy prolongada o para marcas con presupuestos extremadamente limitados.<\/p>\n\n\n<div class=\"lf-gut-blog-post-cta-efference\" style=\"border-color: var(--primary);\"><div class=\"lf-gut-blog-post-cta-efference__icon\" style=\"color: var(--primary);\"><svg class=\"icon-thumb-up\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"35\" height=\"35\" viewBox=\"0 0 48 48\" fill=\"none\" style=\"color: var(--primary);\"><path fill=\"currentColor\" d=\"M21.4998 4.89989L20.8499 4.13985L20.8474 4.14202L21.4998 4.89989ZM26.5397 4.89989L27.1922 4.14197L27.1842 4.13526L26.5397 4.89989ZM29.6998 7.62011L30.3547 6.86441L30.3522 6.86223L29.6998 7.62011ZM40.4197 18.3401L41.1776 17.6877L41.1754 17.6851L40.4197 18.3401ZM43.1398 21.5L43.8998 20.8501L43.8977 20.8476L43.1398 21.5ZM43.1398 26.54L43.8977 27.1924L43.9044 27.1845L43.1398 26.54ZM40.4197 29.6999L41.1754 30.3549L41.1776 30.3523L40.4197 29.6999ZM29.6998 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lf-transform-none\">LEER TAMBI\u00c9N<\/span><div class=\"lf-gut-blog-post-cta-efference__lede\">\n<div class=\"wp-block-lexpress-highlighted-text-v2 lf-gut-blog-post-cta-efference__lede\">\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/lexpress-franchise.com\/es\/articulos\/como-abrir-una-tienda-de-ropa-infantil\/\">\u00bfC\u00f3mo abrir una tienda de ropa infantil en 2026?<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/lexpress-franchise.com\/es\/articulos\/como-abrir-franquicias-de-ropa-paso-a-paso-y-recomendaciones\/\">\u00bfC\u00f3mo abrir franquicias de ropa? Gu\u00eda para franquiciados en la moda<\/a><\/li>\n<\/ul>\n<\/div>\n<\/div><\/div>\n\n\n<h2 class=\"wp-block-heading has-primary-color has-text-color has-link-color wp-elements-bcd889f712757877a0c4520d890eb2f7\">Futuro y tendencias de las \u2018pop up stores\u2019<\/h2>\n\n\n\n<p>El futuro de las <em>pop ups<\/em> es<strong><em> &#8220;phygital&#8221;<\/em><\/strong>, integrando pagos sin contacto y experiencias inmersivas con inteligencia artificial, como ha experimentado IKEA para recrear las estancias de los hogares de los usuarios y poder a\u00f1adir, mover o eliminar elementos.&nbsp;<\/p>\n\n\n\n<p>Las tendencias futuras en torno a las <em>pop ups<\/em> apuntan hacia el <strong><em>retail <\/em><\/strong><strong>basado en datos (<\/strong><strong><em>data-driven<\/em><\/strong><strong>)<\/strong>, el uso de materiales reciclables y <strong>dise\u00f1os modulares reutilizables<\/strong> para garantizar la sostenibilidad. Asimismo, ganar\u00e1n peso las tiendas itinerantes y las <strong>estructuras tipo contenedor <\/strong>para facilitar la movilidad entre ubicaciones estrat\u00e9gicas.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En un entorno saturado por los impactos digitales, las marcas han encontrado en las pop-up stores una herramienta poderosa para reconectar con su comunidad de forma f\u00edsica y memorable. Estos espacios temporales no solo permiten testar mercados con un riesgo reducido, sino que se han convertido en el epicentro del marketing experiencial, donde la exclusividad [&hellip;]<\/p>\n","protected":false},"author":459,"featured_media":1578017,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_seopress_robots_primary_cat":"none","_seopress_titles_title":"\u2018Pop up stores\u2019: qu\u00e9 son, c\u00f3mo abrir una en %%currentyear%%, tendencias","_seopress_titles_desc":"Cu\u00e1nto cuesta montar una 'pop up store'. \u00bfSon rentables? Tipos de 'pop ups', ventajas, riesgos y tendencias.","_seopress_robots_index":"","content-type":"","_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"1574670,296508,1558723,1556078,316493,1498192","_relevanssi_noindex_reason":"","footnotes":""},"categories":[879,1857,1858,1861],"tags":[],"type-de-post":[438],"class_list":{"0":"post-1578003","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-lanzarse","8":"category-emprender","9":"category-redes-de-franquicias","10":"category-innovacion","11":"type-de-post-articles"},"acf":[],"_links":{"self":[{"href":"https:\/\/lexpress-franchise.com\/es\/wp-json\/wp\/v2\/posts\/1578003","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/lexpress-franchise.com\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/lexpress-franchise.com\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/lexpress-franchise.com\/es\/wp-json\/wp\/v2\/users\/459"}],"replies":[{"embeddable":true,"href":"https:\/\/lexpress-franchise.com\/es\/wp-json\/wp\/v2\/comments?post=1578003"}],"version-history":[{"count":4,"href":"https:\/\/lexpress-franchise.com\/es\/wp-json\/wp\/v2\/posts\/1578003\/revisions"}],"predecessor-version":[{"id":1578033,"href":"https:\/\/lexpress-franchise.com\/es\/wp-json\/wp\/v2\/posts\/1578003\/revisions\/1578033"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/lexpress-franchise.com\/es\/wp-json\/wp\/v2\/media\/1578017"}],"wp:attachment":[{"href":"https:\/\/lexpress-franchise.com\/es\/wp-json\/wp\/v2\/media?parent=1578003"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/lexpress-franchise.com\/es\/wp-json\/wp\/v2\/categories?post=1578003"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/lexpress-franchise.com\/es\/wp-json\/wp\/v2\/tags?post=1578003"},{"taxonomy":"type-de-post","embeddable":true,"href":"https:\/\/lexpress-franchise.com\/es\/wp-json\/wp\/v2\/type-de-post?post=1578003"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}