Spacenow is making pop-up stores cheaper, easier and essential

Australian short-term space marketplace Spacenow has recorded more than 60% growth in listings and revenue year-on-year over the past 12 to 24 months, as brands increasingly treat pop-up retail and physical activations as a marketing investment rather than a property decision.

The platform now facilitates more than 180 short-term space bookings annually across Australia, connecting brands, creatives and cultural organisations with a curated network of retail and event spaces. 

Demand has been strongest in fashion, beauty and creative industries, with clients including Mode Mischief, YSL and Clinique, alongside entertainment activations such as listening parties for Harry Styles and Dua Lipa.

Physical space as a marketing line item

As the cost of acquiring attention online continues to rise, brands are treating temporary physical spaces as a way to build awareness, connect directly with customers and generate content that extends across social and earned media. 

Rather than committing to a long-term store model, activations are increasingly built around individual campaigns, letting brands test new audiences, locations and concepts before making a bigger investment.

From an Airbnb model to a pop-up specialist

Spacenow co-founders Daniel Gunning and Baydr Strik started the business 10 years ago, modelled loosely on Airbnb.

“We started ten years ago, off the back of Airbnb - almost like an agent for creative industries, working with emerging artists and fashion brands. Anywhere is possible,” Strik told Mediaweek.

The business shifted focus during the COVID-19 pandemic, moving specifically into pop-up spaces.

"Then we hit COVID, so we moved specifically into pop-ups - like a hotel, where you're not committing to bricks and mortar," Strik said.

Spacenow founders Daniel Gunning and Baydr Strik 

The model also suits brands that operate primarily online and want a physical presence without the commitment of a permanent lease.

“Brands that are only online can take a space for a week, or longer depending on what they want, without a huge capital outlay,” Strik explained.

The bookings go beyond clearing stock - they're built as activations. Spacenow points to ASICS' presence around the Sydney Marathon as an example.

"It's not about getting rid of stock - it's also activations. The Sydney Marathon with ASICS is a good example - they did it for the week, all the runners came in," Strik said.

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Spacenow | Pop Up Spaces Australia (@spacenow)

Curated for sophisticated shoppers

Spacenow is selective about the spaces it lists, and its client base has skewed toward premium fashion.

"We're curated with the spaces. Our clientele is mainly sophisticated shoppers - high-end fashion brands," Strik said.

That fits a broader shift the founders see in fashion retail, away from long lease terms.

"Traditionally, tenants have to sign a long-term commitment. This is flexible space," Strik said. "The fashion market needs flexible options."

Eyes on international expansion

Spacenow is also looking beyond Australia, with international fashion brands already using the platform to enter the local market.

"We're taking it international, and international brands are coming here through the platform," Strik said.

Within Australia, the model is also giving brands the flexibility to test different suburbs rather than commit to one location.

"Brands want to move around suburbs, and we're the gateway that lets them do that," they said.