"I went to a very famous airport that had an Omega, it was described as a pop-up shop. What it was, actually a shop in the middle of the concourse. I mean the only thing pop-up about it is that it was there not on a 10 year lease. For us the idea of pop-up is not about the physicality, pop-up is about the experience being soft, being programmable, being changeable, fluid, organic, not gondolas and displays and shelves and vitrines. If you got a vitrine or a gondola in a pop-up shop it’s an oxymoron, that isn’t popup. So the idea of a popup shop is not just about its temporality, its about it’s softness, its programmableness, its organic nature."