Pop-up shops provide brand building exercise

Posted by AFN Staff Writers on 11th May 2016

Food companies will be prominent in this year’s “Shop the City” event in the Melbourne CBD.

The one day (and night) event will include pop-up food shops, held this year on Wednesday 18 May 2016.

The pop-up shops are one element of the event which gives city businesses and new brands a launching pad for new promotions.  The shops also reinforces Melbourne in its position as Australia’s most cosmopolitan and ethnically-diverse city.

Food companies involved in this year’s pop-up festivities include:

Cupcake Central and Scroll Ice Cream will be teaming up to be selling cup-cake and ice-cream combinations.

Korean brand Milkcow will be selling a limited edition ice cream:















Le Bar Du Centrale will be joining with Hendricks gin to serve cocktails












There will also be a laneway party at Albert Coates Lane including the launch of ‘Melbourne Martini’, a new espresso martini in a jar. The first 300 customers to register on the QV shopping centre website will receive a free martini.