Ford Motor Co. is opening a pop-up shop in Northwest Portland for four weeks to market the reintroduced Fiesta.
The building, previously occupied by a Music Millennium, will also feature clothing designer Local35, and host a concert series by Spin Magazine.
The pop-up shop -- and more will follow in other western cities -- aims to introduce the car to those young consumers in a more authentic way, said Jeff Guettler, president of Taow, the Portland-based marketing firm that developed the pop-up strategy -- which they call a "cultural hub" -- for Ford.
"It's all about the brand experience," Guettler said. "(Ford) knew they had to create some kind of way to experience the car on their own terms."
Read more at OregonLive.com.