(Cynthia J. Hoffman is the editor of Real Estate Forum magazine.)

SAN FRANCISCO-When it comes to the future of retail, look for a proliferation of pop-up stores, noted a panel of retail executives at the CB Richard Ellis World Conference here. According to Linda Berman, VP of corporate and brand ventures at Caruso Affiliated, a growing number of brands are using pop-up stores, "as a modality to connect with shoppers."

As the name implies, pop-up stores spring up quickly, typically in major retail destinations, and have a limited lifespan. The aim is not necessarily to sell goods but to create a buzz about a company or its products, explained Berman, who has worked with several corporations on establishing such locations.

Over the past five or six months, approximately 48 new installations have sprung up across the US, she noted, and while they are mostly being placed in high-traffic, urban areas, "it will inevitably filter down to B and C locations" and secondary markets. Such stores are particularly attractive to companies known for being innovative, such as Target, which has used the concept in the past, as well as those seeking to demonstrate or introduce a new product line.