Time was when “pop-up” was a term you’d apply to your kitchen toaster.
These days, you’re more likely to hear it used in reference to something more substantial, yet less enduring than your average toaster, namely pop-up restaurants.
Pop-up restaurants are, by definition, transient. Perhaps not as transient as, say, news on Twitter, which can be old within hours but, nevertheless, they have, by their very nature, a short and limited life-span. In a way, they’re a product of the internet era, where attention spans are short, the volume of information is high, and you can only hold people’s attention for so long before they demand something new or at least different. In the case of the recent Jacob’s Creek pop-up wine and dine experience, which took place for four evenings at the end of June, attendees got both, through a combination of new wines and an unusual venue that was guaranteed to captivate.