A pop-up store 300 ft up a cliff side in Colorado’s Eldorado Canyon is definitely a more niche and specialist location.

Pop-up stores are normally located in areas of high footfall, guaranteeing healthy sales and a high profile for the brand or retailer during what is obviously a limited lifespan.

The proposition of a pop-up that is almost inaccessible and which, in consequence, only a few will be able to visit is therefore a curious one.

That, however, is what advanced materials company Cocona did in Colorado last month.

The store in question was located 300 ft up a cliff side in Colorado’s Eldorado Canyon, and could only be accessed by those with the determination and skills to scale a near-vertical rock wall.

This was in fact less a store and more a promotion, as the tent that had been attached to the rock face was manned by a member of staff giving out clothing from Adidas, Rab, and Point6, all made from Cocona fabrics.

In terms of hitting a target customer base, it is hard to imagine a more specific campaign.

Dave Bywater, an 11-year climbing ranger in Grand Teton National Park and Cocona employee, was the shop manager during its two-day life. A Cocona spokesman says that further pop-ups of this kind are anticipated.