Temporary triumphs

The dynamic nature of retail means vacancy is inevitable, whether due to market fluctuations, tenant transitions, or redevelopment. However, vacant inline retail units need not be liabilities.

By embracing temporary uses (pop-ups, brand showcases, and experiential spaces) landlords can unlock significant value while enhancing the vibrancy of their properties.

The strategic value of temporary activations
Short-term uses provide a range of benefits, starting with immediate revenue generation, which offsets maintenance costs and reduces the financial burden of vacancy. Additionally, activations enhance the visibility and appeal of the property, making it more attractive to potential long-term tenants by demonstrating its potential.

For brands, temporary spaces serve as low risk testing grounds to pilot new concepts or expand into new markets, fostering opportunities for future leases. Beyond financial benefits, these activations create excitement and footfall, engaging local communities and drawing visitors who might not otherwise interact with the area. By embracing flexibility, landlords can adapt their spaces for a variety of purposes, from retail showcases to experiential events, ensuring both the property and the surrounding district remain vibrant and dynamic.

Temporary retail spaces can also be a valuable component in newly developed, mixed-use schemes, particularly in the early phases of housing projects. These spaces allow developers to meet immediate commercial needs, such as cafes, convenience stores, or services, while the residential population grows.

As the development progresses, these temporary units can evolve, replacing initial offerings with more specialised retail as demand shifts. This flexibility helps ensure the commercial provision aligns with the needs of the community, offering developers the opportunity to test concepts and adjust based on actual demand before committing to permanent tenants. This phased approach also prevents commercial vacancies, ensuring a dynamic, thriving neighbourhood throughout its development.

Best practices for landlords
For landlords to maximise the potential of temporary activations, careful planning and collaboration are crucial. Investing in modular, adaptable designs can make spaces more appealing to a wide variety of tenants. Partnering with agencies that specialise in pop-ups, such as Appear Here or The Storefront, can streamline tenant acquisition and activation logistics. Marketing the availability of spaces through digital platforms is essential to reach global brands and local entrepreneurs alike. Moreover, aligning activations with local community interests ensures strong engagement and footfall. By integrating temporary uses into broader property strategies, landlords can turn short-term activations into long-term gains.

Future Stores, Tottenham Court Road, London
Future Stores located within an inline unit on Oxford Street, has become a central hub for temporary retail in one of London’s busiest shopping areas. This initiative allows brands to showcase their offerings without committing to long-term leases, creating a dynamic rotation of experiences. Activations here have included tech product debuts, art exhibitions, and curated retail showcases. For landlords, this approach keeps the space active and desirable, while brands benefit from exposure in a high-traffic location, turning the space into a win-win scenario.

The Boulevard, Riyadh, Saudi Arabia
During Riyadh Season, The Boulevard (seen above) frequently activates its retail spaces for short-term use. Luxury brands, local artisans, and international companies have all utilised this opportunity to engage with a diverse, affluent audience. These activations inject life into the development during peak cultural moments and create a lasting impression of The Boulevard as a vibrant, evolving destination. This strategy has attracted long-term tenants by showcasing the space’s potential to maintain high levels of engagement.

The Storefront, New York City, USA
In the competitive Manhattan retail market, The Storefront is a service provider that connects landlords with tenants for short-term activations. A standout example occurred in Soho, where emerging designers hosted pop-ups to test the market. The activations generated significant foot traffic and visibility, ultimately leading to long-term leases for the spaces. By transforming vacant storefronts into high-energy, buzzworthy destinations, The Storefront has shown the power of temporary activations in boosting property appeal.


Temporary activations are more than stopgap measures; they are strategic tools to turn vacant spaces into assets. As seen with Future Stores, The Boulevard, and The Storefront, these initiatives not only generate revenue and engagement but also highlight the potential of retail spaces for long-term tenants. By embracing flexibility, innovation, and community alignment, landlords can leverage temporary uses to navigate market uncertainties and drive lasting success.

Mukhriz Mustamir