Syoss Hair Academy is the first pop-up store opened in Romania, in Bucharest on Calea Victoriei. The rental transaction was mediated by King Sturge. A pop—up store is one opened for a limited period of time – from one day to 30 days – by retailers or non-retailers. The store is meant to create buzz for the brand it is representing. According to Carmen Ravon, consultant with King Sturge, the advantages of this type of store lie with “creating the feeling of new, of exclusivity, and the surprise element associated with a promotion. Usually a pop-up store is less costly than a TV add and the effect is the same.” The concept emerged in 2003 and was used in cities such as New York, Tokyo, London, Shanghai, Paris, Berlin, Stockholm or Los angeles for companies and brands such as JVC, Fila, Ford, Nike, Gap, Wal-Mart.