POPUP / Insights
Digital communities can use a physical gathering to make their shared interests tangible. The strongest experiences begin with the people and the culture around a project, then give them something meaningful to do together.
Originally published July 15, 2023. Updated September 29, 2026.
Translate a community's identity into a place
POPUP's work with Web3 communities has included Bored Ape Yacht Club, World of Women, DeGods and Invisible Friends. These projects called for different settings and ways of participating. A shared technology did not make their audiences or event concepts interchangeable.
World of Women's rooftop gathering and the DeGods hotel takeover illustrate that distinction. The venue, atmosphere and programming should reflect the particular community. Begin with what people recognize about the project and what they want from meeting one another in person.
Give visitors an experience beyond a screen
A physical Bored Ape Yacht Club pop-up brought a digital clubhouse idea into a real-world environment. The value of the format was the opportunity to explore a shared setting and meet other participants. The event made the community visible through space and interaction.
Art displays, conversations with creators and hands-on activities can offer different routes into a project. Design a clear introduction for guests who are unfamiliar with its terminology, and avoid making technical knowledge a prerequisite for enjoying the visit.
Build participation around the concept
The Invisible Friends Athletic Club used games, activity spaces and discussion as part of its physical expression. A gallery format, such as the Web3 NYC Gallery, called for a different pace: time to view work, ask questions and understand the artists' ideas.
Choose the interaction before choosing the technology. A digital feature should help someone participate or understand the work. Make entry instructions clear and provide a supported route when a device or verification step does not work as expected.
Evaluate the gathering as a community experience
Look at the quality of conversation, accessibility of the programming and the relationships formed. Those observations can inform future gatherings without making claims about token prices, asset value or investment returns.
These examples document earlier campaigns, rather than a forecast for digital-asset markets. The enduring design question is how to give an online community a welcoming physical place to meet, discover and participate.
