1. Location, location, location
Depending on the type of pop-up concept you’re looking at, different venues will work for different activities. If it’s a retail space, it makes more commercial sense to hold it a more central locale, say at Orchard Road, City Hall or even Chinatown. Even better if the set-up is already in place, like the recent Very Wooonderland pop-up store outside ION Orchard in the makeshift Glass House space. “We managed to save quite a bit by holding it there,” says Paul Khor, owner of indie boutique Very Wooonderland. We spent about $20,000 on getting in the goods, manpower and setup, and will probably make about $40,000 in the end.”

If it’s a bar concept however, it’ll be more interesting to hold it at a more unexpected venue, like the Marina Barrage, or in an open air carpark or unused shophouse you’ll have to—but make sure that they’re relatively central and accessible. Venues like these require you to apply for a license or permit—that can easily be done by registering with the Association of Small and Medium Enterprises via www.enterpriseone.com.sg. F&B businesses also have to go through the National Environment Agency to acquire a license for food and alcohol. Log onto www.nea.gov.sg to register at least two months in advance.

2. Setting Up
We’re talking total DIY here (it’s more cost effective too). Helps if you have a bunch of friends who can help with the manual and carpentry work. Keep the concept simple if you’re building from scratch. Get your supply of glass from Jestac (#02-06 CSI Distribution Centre, 2 Kim Chuan Drive, 6288-8290, www.jestac.com.sg), wood from Nature Wood (31 Sungei Kadut St. 4, 6363-0030, www.naturewood.com.sg), electrical supply and light fixings from Convert & Invert (#B1-34 Sim Lim Tower, 10 Jln. Besar, 6396-0948, www.convert.com.sg), paints from Civic Paints & Hardware (#01-5168 Blk. 2 Jln. Bukit Merah, 6273-3383, www.nipponpaint.com) and tools from Home Fix DIY (#B1-16 Tanglin Mall, 163 Tanglin Rd., 6738-6086, www.home-fix.com). If none of your friends are carpenters, call up the guys from The Carpenter’s Workshop (352 East Coast Rd., 6346-7555, www.thecarpenter.com.sg).

3. Looking Cool
If you don’t have a database of cool guests, we suggest that you buy them. The guys at events company Division Communications (#05-02, 80 South Bridge Rd., 6438-8258, http://divisioncom.net) have a database of some of the coolest cats in town (us included) and have held some pretty amazing parties for hip clients including Adidas and Dr. Martens. Expect to pay a couple of thousand dollars for the list.
If your target audience is more sophisticated, contact the guys at Mercury Marketing & Communications (#09-02 Keypoint, 371 Beach Rd., 6323-7060, www.mercurymc.com), who recently helmed the Asia Fashion Exchange festival. Not only will they provide the names, they will handle the word-of-mouth necessary to ensure that your party is a huge success, including sending out physical invites and making sure that the media writes about it.

Alternatively, if you can’t afford any of the above, the best way to get the word out is by setting up an events page on Facebook and inviting all your friends. Hey, at least it’s free.

June 2004: Comme des Garçons Guerilla Store
Duration: One Year
Following countries like Berlin and Warsaw, the first unofficial pop-up store opened here to much fanfare. Its cool mix of limited edition products and past season collections were lapped up by the fashionably clued-in. It helped that the setup was forward and cutting-edge during its time, featuring bare concrete flooring and walls with the sexy scribbling of French artist Agathe de Bailliencourt.

June 2009: Hansel Pop-Up Shop
Duration: One month
One of the most commercially successful pop-ups here, the store was set up with the sole intention of selling the label’s past-season collections at the now vacated Stamford House building. Not only was the vibe at the store bright and cheery featuring quirky artworks modeled after pop-up books, they sold a chunk of their goods for a profit of $50,000.

June 2010: Camp Pong
Duration: Three months
For almost three months from June last year, the space now occupied by A Curious Teepee at *SCAPE first made its mark as a pop-up ping pong bar. Punters loved the fact that they could grab a beer (or play beer pong) with a round at the tables, while cool indie and 80s music filled the air.

February 2011: Dr. Martens Blue Drifts store
Duration: Two weeks
This rare collaboration between local fashion designer Jonathan Seow (Woods & Woods) and the UK footwear specialist resulted in a small capsule collection featuring ready-to-wear and shoes drawn from the jazz and blues movements of the 50s. Held at Post Museum in Little India, the setup was raw and inspired, with a layout inspired by the film Dogville featuring old cabinets, bed frames and ubiquitous markings on the floor.

April 2011: SBTG Garage Days
Duration: One month
Revered local sneaker customizer Mark Ong a.k.a. SBTG’s first pop-up store at Blackmarket was an interesting mix of rare pre-owned bags and T-shirts as well as one-offs created by Ong himself. Vintage sling bags, headbands, T-shirts, studded bags, Converse shoes—they were all here.

June 2011: Asahi Pop-Up Bar
Duration: Five hours, on three occasions
With announcements made only two or three days before via Facebook, the Japanese beer boys popped up first at One Fullerton, then at Raffles Place and finally in Clarke Quay. The best bit? Despite beers as cheap as $5, the organizers were all too happy to give it away for free. Hard to argue with that.

Upcoming and ongoing pop-up stores not to be missed:

Revolution Pop Up Shop

Jul 23-24, 141 Devonshire Rd.
One of the best pop up concepts of late, this two-day sale of used designer clothing and accessories is organized by social enterprise Fair & Square to benefit disadvantaged youths from Northlight School. Dig for gems from labels like Ashley Isham, agnés b, Chloe, Gucci, Fendi, Prada, Miu Miu and Marc Jacobs—all for a good cause.

The Steeping Room

Through Jul 31. #02-30 Blk. 261 Waterloo St., 9655-0357.
Brainchild of the same coffee nerds who brought you Papa Palheta, this guerilla coffeehouse features locally roasted beans and aims to raise awareness of alternative brewing methods and home-brewing techniques.

Very Wooonderland Pop Up Store

Through Jul 31. Glass House, Outside ION Orchard, 2 Orchard Turn.
Special edition Underground boots from the UK are on sale here, paired with special theme music nights featuring emerging names like DJ Linda Hao and graffiti artist Eman Raharno.

Marni Winter Edition 2011

Through Aug 7. POP UP Forum, #01-28/29 Forum The Shopping Mall, 583 Orchard Rd., 6304-3557.
Marni’s winter collection gets the pop-up treatment, featuring a luscious variety of bags, shoes, accessories and a full ready-to-wear collection with polka dots and tapestry prints set against a spacious layout—available exclusively at the store.

“The Al Fresco Tales of Something...”

Jul 28-Sep 18. A Curious Teepee, #02-24 Scape, 2 Orchard Link, 6820-1680.
Local clothing brand See You Tomorrow and eyewear maverick Mystic Vintage present a collaborative pop-up store showcasing a mix of wares from both labels. Blurring the lines between an outdoor experience and an indoor setting, this “little picnic adventure” will feature limited editions specially curated for the store.

Pop-Up Shop by Al&Alicia

Through Oct 5. 2/F, Wrap Around @ Wisma Atria, 435 Orchard Rd.
The latest Resort collection by the novice local label will be selling at 30 percent discount in this intimate new space.

PUMA Motorsport Pop-Up Store

Sep. Details and location to be confirmed.
In conjunction with the F1 Grand Prix, sports lifestyle company PUMA will be rolling out a motorsport-themed pop-up store. Enthusiasts can get the latest from the PUMA Motorsport Collection and PUMA Ferrari inspired range.

When the going gets tough, the tough go pop-up. If you’ve been out and about recently, you’ll have noticed more and more pop-up concept stores and spaces sprouting all town over—we have retail (the latest being the Marni Autumn/Winter collection boutique at Forum The Shopping Mall and Al & Alicia at Wisma Atria), alcohol (the Asahi pop-up bar at three different locations on three consecutive Fridays), a ping pong bar (Camp Pong last June) and even ice-cream (the Magnum party launch at Meritus Mandarin), with quite a few more in the pipeline. There’s no questions that pop-ups are huge these days.

Gimmicky? Perhaps. After all, the pop-up concept is based on the idea of the highly elusive and temporary—they appear out of the blue in the most unexpected of places and disappear weeks (or in some cases, days or hours) later, creating a sense of exclusivity and intrigue. Some are even used as mini stores during the day and as a spot for small events or cocktail parties during the evenings, like Singtel’s three-story tri-stack bar stand during the F1 race last year.

“Pop-up does not simply refer to a ‘fad’, but to the fast and eco-friendly way of setting up shop,” says Sam Vedanaigam, founder and managing director of The Shelter Company, which specializes in the set-up and conceptualization of pop-up stores here, including that Singtel project. “This business model is great for testing out new products, launching new business concepts and hitting the market quickly and effectively. It is also a great way for retailers that don’t have a brick-and-mortar shop to create more awareness and attract more clientele.”

The city’s love affair with the pop-up concept can be traced back to 2004 when the first Comme des Garçons Guerilla Store opened in a nondescript shophouse in Chinatown, offering past season and limited edition fashion products and exclusive ready-to-wear collections for a limited period of just one year. The concept was such a huge success that it spawned numerous re-editions over the next three years, opening in unexpected venues and neighborhoods each time like Haji Lane and Redhill. More than anything else, it managed to tread the fine line between commercial and artistic viability, and has inspired numerous (welcome) copycats over the years. And while, cultural caché is clearly and important element, the opportunity to reach a captive audience is another.

See also: Charting Singapore's most interesting and influential pop-up moments

Jo Soh, founder and designer of successful local fashion label Hansel, who has initiated two pop-up concept stores here since 2009, testifies: “Pop-up stores allow you to test the market with less risk,” she says. “It also allows the designer to have first hand interaction with consumers so that you can get real feedback. Nothing beats a physical presence for people to notice a brand, especially in an unusual setting, so it’s also a PR and brand awareness generating machine.”

Jason Tong, founder of local indie eyewear label Mystic Vintage, who will be helming his first pop-up store at the end of the month in conjunction with lifestyle store A Curious Teepee and fashion label See You Tomorrow, agrees: “A pop-up store gives us little brands the opportunity to shine,” he says. “We have no capacity to have our own shop and participating in one gives us the space and focus. The exercise is very good for exposure through the shop’s channels and a good excuse for us to write to the media too. As a result of that, I’m sure more sales will follow.”

The pop-up concept is, then, seems to be the way to go for our modern economy: Surprising consumers with temporary “performances”—thus guaranteeing exclusivity—is just about perfect for the contemporary shopper with a short attention span and the need to be constantly engaged, exited and surprised. It’s a win-win proposition for both retailers/organizers and consumers. “Twenty or even 10 years ago pop-up shops wouldn’t have worked for smaller businesses as it was more expensive to advertise and took so much longer to get your message out,” says Andria Hutchins, who will set up the Revolution Pop Up store this weekend at a private residential unit near Orchard Road offering vintage and secondhand designer clothing at affordable prices. “Today, small operators on low budgets can now communicate to their potential markets at very low cost and within very short time frames. Those who are staging a short-term retail event can direct their messages to a precise target market for no or low cost in an instant. Who knows what will pop up next?”

PLUS: Three easy steps to your own pop-up space.

I-S Asks: What’s the most ridiculous pop-up concept you can think of?

Gregory Yeap, 26
One selling babies or organs.

Karen Young, 35
One selling bras. What are you going to do, try them on there on the street? Or one with botox service and slimming wraps.

Charmaine Seah, 28
One for eyelash extensions and five-minute facelift services, or a pop-up KTV room.

Derek Christopher, 28
Aren’t pop-ups like flea markets version 2.0? I think those selling facial or health products are ridiculous.

From fitted dresses with swirling colors to a looser, gorgeously layered monochromatic selection for his upcoming Autumn/Winter and Spring/Summer 2012 collection, expect the unexpected from this innovative 27-year-old fashion upstart, who recently showed at the Asia Fashion Exchange and the modefabriek fashion event in Amsterdam. He lets us in on his design, philosophy, working technique and future plans.

What is your design philosophy?
I start with soft geometrical forms; basically working on the concept of maximizing on minimal ideas. I aim to construct clothes using different methods, often starting from very simple ideas. For example: How I can make a jacket lapel by using just rectangles? I’m in love with drafting, but I can’t resist breaking the rules. I long for freedom but can’t live without a little control in my life. Basic “boring” geometric shapes are huge building blocks for my collections. “How I can give ‘life’ and change these fixed shapes?” is a question I ask myself all the time. I always look at my garments as three-dimensional sculptures as opposed to flat jigsaw puzzles.

What are the inspirations behind your upcoming collection?
Spring/Summer 2012 is my 10th collection and I’ve titled it “Liberate.” The collection melds eastern understanding of drapery with the precision tailoring of the west. I suppose the easiest way to think of it is to imagine a monk on Saville Row in London! She wants to shed her robes for the tailored look in the stores and I’ve expanded this idea to bring a new masculine take on womenswear. I took the square-ish geometry of the monk’s robe and the purity of the faith and re-imagined it in new ways using calculated draping. I exaggerated the jacket collars of Saville Row to take on new identities as waistbands, sleeves and pants. With this collection, I “liberated” the strict tailoring rules using free-form draped garments.

How long does it take for you come up with a collection each season?
What many people don’t realize is the amount of work that goes into putting a collection together. We have to work over a year in advance: The initial research, concepts and sketching, then sourcing and drafting, before producing the finished collection that you see. It takes me about two months to conceptualize a new collection where I do a lot of research and sketch and drape my ideas. It’s very important. As much as I am drawn to conceptual pieces, I always try to maintain and strike a balance in commercial viability. Art comprises fashion, fashion however is not art.

Where do you make your clothes?
Quality and construction has always been an important value for me. I source my fabrics personally and they mainly originate from Korea, Japan, Thailand and India. In order to control the entire production process to ensure the quality and finishing I need, I still produce all my garments in Singapore.

Thoughts on the local fashion industry.
Singaporeans are starting to have better knowledge of cult labels. I think this is very encouraging. However, one thing I hope for is the opportunity to showcase more homegrown brands at our fashion festivals, instead of relying on an all-international brand show to pull in the crowd and buyers. I don’t think you need to step out of Singapore to be recognized. We have received really positive global exposure thanks to the international press such as Stylesight.co, the Vogue Paris blog or the Vogue Nippon magazine. But with Singapore’s limited market size, we certainly need to step outside of Singapore to grow the business.

Future plans?
I really hope to continue to grow to become one of Singapore’s most internationally recognized womenswear fashion brands alongside international greats. I hope to be able to show internationally as well, and my dream is to be a fixture at the on-schedule main fashion show in London. But the eventual goal is to try to expand to countries in Europe, Middle East and the Asia Pacific.

Famous last words.
Fashion at its purest form must begin and end with construction.

Max Tan’s Spring/Summer and Autumn/Winter collections ($210 upwards for a top and $699 upwards for a coat) are available at Blackmarket and Zouk Boutique

Club Nana

One of the more respectable Thai bars in town, Club Nana promises teeming fun featuring a myriad of entertainment options. The lively house band here is obviously a draw, coupled with cabaret-style dancers jiving to house and trance tunes (you heard us right) by DJ Marco, previously from Butter Factory. If the overall sleek atmosphere is not enough reason to come down, Tiger Beer Towers go at $98, and you get the chance to be spotted with the likes of Jackie Chan or Fiona Xie, who frequent the place. Really.
5 Magazine Rd., 6535-3030. Open Mon-Fri 9pm-5am, Sat-Sun 9pm-6am.

Thai Disco Bar

The name says it all. One of the original Thai discos here, this is still the place to be for a raunchy good time. Sexy female dancers (more often than not in their feather boas and skimpy outfits) take the stage while Thai live bands rock it out. These guys cover anything and everything, be it Thai, Canto, American radio hits or even old school Hokkien songs. Late daily happy hours here from 8-10pm and Black Label whiskies going for as low as $98 also mean that you can swing by after work with your mates—no rush. And with free Wi-Fi and a couple of plasma screens showing live soccer matches, you needn’t worry about feeling bored—it won’t happen.
#01-97/98 & #02-85/92 Golden Mile Complex, 5001 Beach Rd., 6299-6898. Open Mon-Thu 7pm-1am, Fri-Sun 7pm-4am.

Tawandang Microbrewery

Now this is one place where you can sing along with the house band. Every Monday, get 20 percent off your total bill when you perform with the resident band that belts out contemporary American and Thai hits as well as the requisite oldies. Also load up on the microbrewery’s fresh German beer on tap and myriad of authentic Thai cuisine as you soak in the bustling atmosphere—the waiters and waitresses dish out a dance move or two too if the music gets them going. A monthly Thai theme night also takes place here on every last Wednesday of the month (next up: Jul 27) when things get really crazy with Michael Jackson impersonators and Thai bands specially flown in for one-off performances.
#01-01A/B Suntec Convention Hall, 1 Raffles Blvd., 6243-2291. Open Sun-Wed noon-midnight, Thu-Sat noon-1am.

Style is…
Being yourself and making your own statement.

What can you not live without?
That would have to be my range of DrGL products and my skinny legs.

What’s your fashion regime like?
My stylist helps to plan my wardrobe for the month or for the day, especially if I have an event to attend at a short notice. If time permits, I try on clothes and plan the look I like. My hair, make-up and putting the whole look together are all done at Passion salon. For important events or overseas trips, I discuss ahead with my stylist to plan and determine the look for the shows or events I have to attend.

If you had to choose between simplicity or extravagance, what would you choose, and why?
I will go for extravagant simplicity. A million dollar look does not actually need to cost the earth, and it would be difficult to pull off.

Who are your style heroes?
People on the street and my patients who have gone through hardship, stayed positive and made a difference to the people around them.

Famous last words.
Live life with no regrets.

Who says you can’t go for second best? Diffusion lines (affordably priced merchandise created by high-end designers) are all the rage for the right reasons—they bear the designer’s trademark designs and philosophy, and you don’t have to rob the bank for them. Plus, they’re more casual and wearable too, with the likes of D&G by Dolce & Gabbana and DKNY by Donna Karan continuously delivering stylish ready-to-wear season after season. Here’s what’s in store from these coveted “second” lines for Autumn/Winter:

DKNY

While the ubiquitous Donna Karan’s original dapper and classic silhouettes are simply out of reach for the casual shopper, its diffusion line DKNY has been generating consistent sales since the 80s. Focusing on smart tailoring and classic silhouettes for the younger set, these elements are still in place this Autumn/Winter. For the men, modern military is the inspiration, with American classics and staples updated and streamlined for the times. Expect slimmer and more refined cuts featuring long-sleeve polo tees with fitting nylon trimmings and fine Merino turtle necks. Utilitarian hardcores should look out for the iconic Harrington trench coat or the three-in-one nylon bomber parka—all set in classic shades of concrete, ash charcoal and pewter. For the ladies, black, cream, navy and shades of grey permeate the V-neck cardigans, lean flare trousers and capes with silk pleats that will look great layered with everything else you’ve got. $69 upwards.

Marc by Marc Jacobs

The always flamboyant Marc Jacobs takes a backseat for now, as its diffusion Marc by Marc Jacobs gets all classy and serious for Autumn/Winter. The more dapper among you will be glad to know that Herringbone suits, trench coats, button-down shirts and ties take center stage for the guys, with a sophisticated 40s twist. But the girls needn’t worry that Jacobs has stopped having fun. Metallic leather jackets and culottes, jade green silk dresses and a printed silk jumpsuit show that the man has not lost his edge—these pieces are great if you’re looking for a fun night out with the posse. $129 upwards.

T by Alexander Wang

Alexander Wang’s collections have always been extremely stylish yet laidback, resonating with the contemporary men and women of today who enjoy fashion but still want that casual yet sophisticated look. His diffusion line, T by Alexander Wang, of pre-weathered cotton tees, tanks and T-shirt dresses, is no exception. With their stretched necklines and lowered armholes adding a touch of slouchy, rolled-out-of-bed edge to the label, we don’t think we’ve ever been more psyched about basics before. His Autumn/Winter 2011 collection continues to be versatile, monochromatic and uncomplicated but is made fresh with longer hemlines, plush fabrics and even a tinge of goth. $99 upwards.

D&G

Defying tradition with its bold colors and prints, this winter is looking unusually bright and cheery for D&G. Its Autumn/Winter collection is a mash up of trends from the 80s kept up-to-date with quirky and unconventional twists, featuring alphabet print tube dresses coupled with bat sleeve jumpers in striking neon hues. Other hot items to stock up on are the cool bomber jackets, cartoon printed cardigans and colorful wedge sneakers. $99 upwards.

A/X

Deemed to be the most accessible (and reasonably priced) of all Armani brands, Armani Exchange compromises on neither style nor comfort with its unique and sleek designs that manage to reflect sophistication and a charming ruggedness at the same time. Inspired by urban living and pop culture, expect to see elegant flowing dresses and smoky printed shirts that are wearable for day and night. Grey, a constant color throughout the Fall collection and meant to highlight the melancholy of the cityscape, can be a difficult color to pull off. But with splashes of teal and red creating a stunning and beautiful contrast, this collection just looks effortless. $89 upwards.

Imagine That

Diffusion lines we'd really like to see:

Maison Martin Margiela doing a line of basic tees that don’t cost an arm and a leg.

Comme des Garçons launching a new range of men’s and women’s shirts without that tacky Play logo emblazoned on any of them.

Louis Vuitton doing a series of collaboration notebooks that starving artists can afford.

Prada or Dior Homme doing a new range of mandals, not necessarily made out of leather (we’re fine with plastic), that we can wear to the beach.

Essentials

A|X Armani Exchange, #B1-02A/2B/03 ION Orchard, 2 Orchard Turn, 6304-1369
D&G, #01-08/09 & #02-09/10 Mandarin Gallery, 333A Orchard Rd., 6733-9860
DKNY, #01-04 Palais Renaissance, 390 Orchard Rd., 6304-3551
Inhabit The Other Store, #02-16 Mandarin Gallery, 333A Orchard Rd., 6836-8441
Marc by Marc Jacobs, #01-11 & #02-12 Mandarin Gallery, 333A Orchard Rd., 6304-1376