- Published on Monday, 20 April 2015 00:00
C'est Ironique Sign of the Weeque
Sometimes I think the commercial enterprises of Paris are engaged in a competition to see who can come up with the most meaningless, inexplicable trade name. Consider this storefront on Rue de Dunkerque.
“Poping”? It doesn't sell religious paraphernalia, so it has nothing to do with that dogma cat in Rome. In fact, since it's a service (“temporary rental of sales and event spaces”), it doesn't sell any goods at all, so it isn't even a shop.
My best guess is that the owners wanted the name to evoke the word “pop” as in “pop-up store,” and forgot to double the “p.” And then forgot to call me in as a branding consultant. It's too bad — I would have been glad to grant them an audience and engage in some infallible pontificating. Perhaps I should open a shop...