Pop-ups-only center debuts on the street in Chicago

Nearly every research study of consumer shopping habits reports that many people initially investigate merchandise online and then go to stores to purchase.

But a company called LiveLaunch has reversed that concept. In a 7,136-sq.-ft. store in Chicago’s Fulton Market district, the developer has placed 11 modular storefronts that allow digitally native brands to meet customers in person and have them make purchases online — thereby establishing a physical presence minus build-out costs and long-term leases..

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RSK: Will be interesting to see if this succeeds. Not the first time this has been tried.