POPUP / Insights
This is an archived look at the cultural moments featured in our 2024 planning calendar. It preserves the original year's context; it is not a current event schedule or a claim of official event partnerships.
Originally published January 15, 2024. Updated September 29, 2026.
2024 archive · Historical planning context. Confirm current event details before planning a new activation.
January to March: film, sport and creative exchange
The original calendar opened with Sundance in Park City, followed by the 2024 Super Bowl in Las Vegas and SXSW in Austin. Each represented a different setting for a brand: film culture, a major sporting moment, or the meeting of music, film and technology.
The useful planning question was audience fit. A relevant concept needed to offer something to the people already gathering, with a clear reason for the brand's participation. Proximity to an event alone did not establish that connection.
April to June: music, international sport and community
Coachella weekend, the Miami Grand Prix and Pride Month formed the next part of the calendar. These moments required different kinds of planning, from hospitality and music programming to sustained community participation.
Rabble's presence at Interscope House during Coachella weekend is a related POPUP example. It shows how a brand can find a place within a particular gathering. For community-led occasions, the relationship and contribution should extend beyond a themed presentation.
July to September: fandom, summer hospitality and fashion
The summer selections included San Diego Comic-Con and the Hamptons season, followed by New York Fashion Week. The audiences and settings varied, but each offered a defined cultural context in which to consider a temporary experience.
A fan environment may favor participation in a recognizable world; a hospitality setting may give people more time for conversation. Fashion programming can connect a collection, collaborator or creative point of view with a physical space. The format should follow that purpose.
October to December: seasonal play, shopping and art
Halloween, Singles' Day and holiday shopping led toward Miami's December art season. These were opportunities to consider playful programming, product discovery and creative collaboration in the original 2024 plan.
For any future calendar, verify current dates, locations, availability and permitted brand activity directly with the relevant organizers and properties. This archive is a record of the earlier editorial, while a new activation plan should be built around current information and a specific audience.
