Get the vibe going Customers, who spotted the place on Instagram, drive down to photograph their coffee, while sitting on a cushy beanbag watching the sun set. The whole point – from a consumer and retailer perspective alike - is take advantage of the weather. “I have been seeing Not A Space on Instagram for ages now and have been dying to drive down and visit,” said Nerveen Mubarak, a Dubai resident. “Although the location is only an hour’s drive away from the city, the intrigue is what gets people out of the door and onto the highway.” These desert pop-ups can immerse consumers in a vibe that goes beyond food and drink. The drive and wait times aren’t just for the coffee – but for the experience. That extends to the music, seating arrangements, branded cups and rugs, mirrors, beanbags and more.