A week before Black Friday, eBay launched a pop up store in one of the busiest, trendiest shopping locations in the world: 57^th Street and 5^th Avenue in Manhattan. The store was open for nine days. It sold no merchandise. It was created solely as a reminder that people don’t have to wait in line and battle crowds to get their holiday shopping done. They can shop more cheaply and easily with eBay online.

Inside the 5,500 square foot store, trend experts and personal shoppers taught visitors how to navigate eBay’s website. Displays showcased the kinds of items customers could buy, such as laptops, designer shoes, and vintage Ray Ban sunglasses.

By occupying a three-dimensional space, eBay allowed customers to interact with and experience its brand. The pop up location allowed them to do this without the cost or commitment of a permanent store.