From Empty Spaces to Big Brand Moments Spacenow

From Empty Spaces to Big Brand Moments: Spacenow's Growth Story

Pop-up retail growth is changing how brands connect with customers across Australia. From product launches to brand activations, temporary commercial spaces are giving businesses more opportunities to establish a physical presence without committing to a permanent location.

This shift is reflected in Spacenow's growth, with recent industry coverage highlighting the increasing demand for flexible commercial spaces and short-term retail opportunities. A recent feature in Mediaweek provides further insight into how the business is responding to this changing market.

What the Spacenow Mediaweek feature reveals about flexible retail

Pop-up retail has become an increasingly useful option for businesses that want to establish a physical presence without committing to a permanent store.

According to Mediaweek, Spacenow recorded more than 60% year-on-year growth in listings and revenue over the previous 12 to 24 months. The platform also facilitates more than 180 short-term space bookings annually across Australia.

This growth, highlighted in the Spacenow Mediaweek feature, reflects the increasing role of temporary retail in how Australian businesses approach customer engagement and brand experiences.

Demand has been particularly strong across fashion, beauty and creative industries. Brands are looking for locations that allow them to reach new audiences, showcase products and create experiences that customers can engage with in person.

This growth reflects a wider shift in how businesses approach commercial spaces. Rather than seeing a location only as a place to sell products, brands are increasingly treating physical environments as part of their marketing and customer experience strategies.

Why brands are investing in physical experiences

Digital marketing gives businesses opportunities to reach large audiences, but physical experiences offer another way to build meaningful customer connections.

A temporary retail space can give customers the opportunity to interact with products, experience a brand's identity and engage directly with the people behind a business.

Brands can use these spaces to:

• Launch new products: Create a dedicated environment to introduce a product or collection.
• Build brand awareness: Reach audiences in locations where potential customers already spend time.
• Connect with customers: Encourage direct interaction and create memorable brand experiences.
• Generate content: Produce photography and video that can be shared across social media and other marketing channels.
• Test new markets: Explore different suburbs and audiences before considering a longer-term retail commitment.

Examples highlighted in the Spacenow Mediaweek feature include work with fashion and beauty brands such as YSL and Clinique, as well as entertainment-related activations.

These examples demonstrate how flexible spaces can support different campaign objectives, from product discovery to larger brand experiences.

Businesses exploring temporary locations can browse pop-up spaces on Spacenow to discover opportunities for their next activation.

From creative spaces to a pop-up specialist

Mediaweek also explores the origins of Spacenow and its development over the past decade.

Co-founders Daniel Gunning and Baydr Strik started the business around a model inspired by Airbnb, initially connecting creative industries with temporary spaces.

During the COVID-19 pandemic, the business shifted its focus specifically towards pop-up spaces.

That change helped shape Spacenow's current marketplace model, which connects brands and businesses with short-term commercial spaces without requiring the commitment of a traditional long-term lease.

The platform also supports brands that operate primarily online and want to explore a physical presence for a limited period.

For businesses with more specific requirements, Spacenow's Concierge service can help source and shortlist suitable spaces.

What's next for flexible retail and brand activations?

Flexible retail gives brands more opportunities to explore different markets and connect with customers in new locations. Rather than committing to one permanent destination, businesses can use temporary spaces to understand local audiences and assess where their products or experiences resonate most.

This flexibility can be useful for businesses exploring new audiences, entering the Australian market or testing a physical retail concept before making a larger investment.

The article also highlights Spacenow's international ambitions, with international fashion brands already using the platform to enter the Australian market.

As pop-up retail growth continues across Australia, temporary physical spaces remain an important option for brands looking to connect with customers and explore new markets.

For agencies and production teams planning campaigns that require a physical location, explore Spacenow's services for agencies.

Frequently asked questions

What did Mediaweek report about Spacenow?

Mediaweek reported that Spacenow recorded more than 60% year-on-year growth in listings and revenue over the preceding 12 to 24 months. The article also reported more than 180 short-term space bookings annually across Australia.

How does Spacenow help brands access temporary retail spaces?

Spacenow connects brands, businesses, creatives and organisations with short-term retail and event spaces. Its marketplace and Concierge service help businesses explore suitable locations for pop-ups, activations and other temporary physical experiences.

Why are brands choosing pop-up retail?

Pop-up retail gives brands an opportunity to establish a temporary physical presence without committing to a traditional long-term store. Businesses can use these spaces to reach customers, introduce products, test locations and create experiences around individual campaigns.

Where can I read the original Mediaweek article?

You can read the full article, Spacenow is making pop-up stores cheaper, easier and essential, published by Mediaweek on 3 September 2026.

We appreciate Mediaweek highlighting Spacenow's journey and the growing role of flexible retail in Australia. As more brands explore temporary physical experiences, Spacenow continues to connect businesses with spaces that help bring their ideas to life.