American Eagle Outfitters recently opened a pop-up store for its Aerie Collection in New York City’s Soho neighborhood. The retailer used social media app Eventbrite to hand out free tickets to the launch party of the store, which included a yoga event, a meet and greet with Aerie model Iskra Lawrence and a DIY garland-making class.

“The pop-up feels like an outdoor marketplace, despite being an actual store,” according to coverage in Forbes Magazine.

Pop-up retail formats are temporary stores that showcase a brand for anywhere from one day to 120 days. “In New York City, pop-ups are popping up everywhere because rents are higher than they have ever been, forcing retailers to look for alternative spaces,” says the writer for Forbes, retail analyst Deborah Weinswig.

Pop-up retail also helps property owners activate public spaces and mix unique shopping experiences and new retailers into the often familiar list of retail tenants.