Curating a Pop-Up
Season’s Greetings!
Back to this after quite a while.
Chokar has now been around for a year and a half - a journey so far shaped primarily through word of mouth and our online presence. Both of which have immense scope and reach if leveraged well and to the core. While we’ve yet to fully tap into these avenues, I’d been wanting to explore a third one - participating in a physical market - for the longest time, and finally decided it was time to make it happen.
Over the years, I’ve seen how thoughtfully curated flea markets across the country have evolved into spaces that are as much about community as they are about commerce. They make for wonderful interactive experiences — where conversations flow freely, creativity finds new admirers, and both sellers and buyers walk away inspired. I’ve been attending one or two every year for nearly a decade now, and each visit has been a learning experience in itself.
But if you think about it, the OG pop-ups were the haats - Shilp Bazaars, Surajkund Mela, Dastkar, Trade Fair, Dilli Haat… household names, especially if you grew up in the northern part of the country. These were confluences of artists from every corner of India (and sometimes beyond), where you could experience the world through craft. How wonderful is that? I feel incredibly lucky to have been exposed to these markets early on.
You could find everything there - clothes, furniture, pottery, plants, food, trinkets, and most importantly, stories. Stories of where things came from, how they were made, and the hands that shaped them. Earthy, personal, colourful, and deeply human.
Inspired by those memories, I decided to curate a two-day pop-up right within the residential complex I live in - a small but heartfelt attempt to recreate that sense of discovery and connection, and called the Lifestyle Collective, a Festive Pop-Up, since it was scheduled just at the start of the festive season here in India.
Now, I must confess - I’ve always been on the fence about the term ‘flea market’. It sounds like someone’s fleeing, or worse, like there are fleas flying around! A quick search reveals that the term actually originated in France - referring to markets selling second-hand goods, sometimes literally infested with fleas. (Heebie-jeebies!) So ‘pop-up market’ it is for me!
The intent behind curating this pop-up was simple - to let people see and feel our products, to have real conversations about the craft, and to introduce Chokar to those who may not yet know we exist.
And what an experience it turned out to be. It was absolute madness in the best way possible - meeting people, exchanging stories, hearing about their own encounters with Indian crafts, and how they’ve chosen handmade gifts over the years to celebrate artistry and heritage.
It was exhausting and exhilarating all at once — the kind of experience that fills you up and leaves you craving more.
As I prepare for my next pop-up, I felt it was the perfect time to reflect — to note down a few learnings, musings, and little anecdotes along the way.
1. Importance of Clarity of Purpose
It’s important to start with a clear goal for your pop-up. For me, it was threefold:
A. To give people the chance to see and feel the products in person.
B. To introduce them to Chokar — and to me — beyond the screen.
C. To bring together small business owners who share similar values: ethical practices, creativity, and the spirit of cheering each other on.
2. Thoughtful Curation
A. The idea was to create a holistic experience for anyone walking into the space - something that sparks creativity and helps them discover little pieces that facilitate self-expression and help them find their own “Chokar” ranging from Home to Skin care to Food & Beverages to Plants
B. I aimed to bring together brands and makers with a similar target audience, so the overall experience felt cohesive and complementary.
C. Each participating business was at a similar stage of growth, which made collaboration, understanding, and mutual support more natural and genuine.
D. One of the most important considerations is the Target Group and it's Demographics that play a major role in making the process of curation logical, directional and cohesive.
Gender, Age group, Spending power / Socio Economics, Life stage and Lifestyles are some parameters among many others that play a role
3. Logistics
While logistics can often be challenging, that may include hiring furniture and electricals, not only increases costs but also adds effort in finding reliable vendors, negotiating fair rates, and ensuring timely coordination — it’s best to minimize external rentals where possible. Instead, make use of available furniture, personal movable pieces, or even borrow from within the community or venue.
A. Furniture and Lighting: Choose tables, chairs, and lighting that highlight each product’s uniqueness and enhance the overall buyer experience. Good lighting, in particular, can make a significant difference in how products are perceived and photographed.
B. A Beautifully Decorated Venue: Create an exterior that catches the eye of every passerby and an interior that’s even more inviting and fun.
Ensure the space is well-ventilated to make the experience comfortable, encouraging visitors to linger, browse, and engage, rather than rush out due to heat or discomfort.
C. Reliable Electricity Access: Ensure there is consistent and safe access to electricity at all times for lighting, displays, music, and other essentials.
4. Knowing Your Audience / Customer
It’s essential to spend time interacting with everyone who walks up to your stall. Engage them in genuine conversations - share your brand story, talk about the crafts, your journey, and how they can be a part of it. Ask about where they live, what they do, and what they enjoy - these small anecdotes and personal connections go a long way, especially when the pop-up is hosted within a neighborhood community and the target audience is your neighbour.
5. Communication materials
A. Marketing materials including phone/social media messages to society groups, friends and family, Posters to be put up on display boards and outside the venue, Stories and Posts on social media across all participating brands
B. Creating a detailed list of materials is a great place to start — covering everything from brand elements and product stories to handicraft details, your personal journey, online presence materials, display cards, and payment methods
6. Flow of Stalls / Brands Inside the Venue
The primary goal of planning stall placement is to ensure that every visitor walks past each stall or table before reaching the exit.
A. Entry and Exit Points:
These should be strategically planned based on the venue’s size and layout. Having a single, shared entry and exit point often works best — it helps maintain a steady flow of visitors and prevents footfall from dispersing through multiple exits.
B. Placement of Stalls:
Food and beverage (F&B) stalls tend to attract the widest audience and generate the most buzz. Based on experience, positioning them at the innermost part of the venue works effectively because:
a. It prevents crowding and blockage near the entrance.
b. It naturally encourages visitors to walk through and explore all other stalls on their way to the F&B section.
Major Learnings
1. Collaborations - A thoughtful curation of products can also open doors for brand collaborations facilitating expanding reach, sharing audiences, and driving meaningful growth.
2. Plan B / Standby - Always have a backup plan when curating a small-scale pop-up. Be prepared for last-minute dropouts or unexpected changes, and maintain flexibility to adapt quickly. For instance, we experienced both, a last-minute brand withdrawal and a change in one of the brand representatives, which slightly impacted the marketing communication.
3. Space for Each Participant to Shine- This pop-up intentionally featured only five brands across five distinct genres to avoid competition and ensure each participant received dedicated attention and space to showcase their work effectively
4. Collect the contact details and Stay in touch- Collecting contact information from everyone who visits, and stay in touch with them through various channels. Make brief notes about specific conversations or interests so you can personalize future communication — this adds a thoughtful touch and helps build lasting relationships.
I’m sure there are many more learnings that will surface gradually especially as I begin working on curating the next pop-up, and I promise to jot them down as they come.
For now, this is where I’ll pause.
Hope you enjoy reading it, and if it does feel a bit like a school or college essay, maybe that’s not such a bad thing after all!
