. >> photographer matt schwartz has also raisedd awareness of hs company by opening a pop-up in the a & gmerch. >> i've been doing it for a couple of months. and it's been the best thing that i've invested in towards my business. >> matt is just one of the emerging designers exhibiting his wares in the home furnishing store. >> a & g is an area we created for local artists and businesses to sell their own product in their own way but also be a part of a & g. for the designer or the business person who's aging out of a flee market and not yet ready to open their own store. so it allows them to have their area, have signage, price everything the way they want to. >> it appears she may be on to something. also anticipating the pop-up phenomenon are the folks at open house gallery. a pop-up retail location and events venue in new york. they bought a 4,500 square foot white-walled space two years ago and have been operating it as a revolving store front ever since. >> we established the business at a time when the economy was unstable. and a lot of these -- not just the smaller brands, but