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- bts: ghalia boustani
mornin’ merry makers 🏪🎭🌸📍💝
retail is ephemeral by nature.
that perfect moment when you walk into a store and feel something shift. the fleeting connection between a product and a memory. the temporary magic of a space that makes you forget you're shopping and remember you're discovering.
but here's what most brands miss…
just because something is temporary doesn't mean it should take less thought.
often the opposite is true.
ghalia boustani has spent her career proving this point. with four books and over forty professional articles, she's become the expert at turning pop-up stunts into strategic retail formats. ghalia bridges the gap between academic theory and messy retail reality, showing brands how to make ephemeral experiences create lasting impact.
today she's sharing the secrets for making ephemeral retail moments.
in today’s letter, you'll learn:
→ why ephemeral retail should be a "link-in," not an "add-on" to your strategy
→ what happens when you treat your pop-ups like temporary billboards
→ the two powers every successful pop-up must have to create lasting impact
→ how to avoid opening doors you can't open or walk through confidently
bts q&a: ghalia boustani
I live a double life—and I love it.
By day, I'm deep in the world of operational retail strategy at a consulting firm. By night, I switch gears into full content mode—curating insights, writing reports, books, contributing to book chapters, academic papers, and diving into all things retail.
Somewhere in between, you'll find me speaking at seminars, jumping into webinars, attending conferences, and keeping my podcast alive and kicking.
It’s a busy blend, but when retail’s your passion, it doesn’t feel like work—it feels like purpose.
Q2: you've published four books and over forty professional articles. What's the biggest gap between retail theory and practice that you've observed?
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