Style on the Fly

From transient boutiques to time-limited restaurants, pop-up venues are suddenly the preferred places to consume among London's rave generation

Blink, and you'll miss the coolest places to go in London. The latest obsession among trendsetting Brits is the guerrilla destination, or the pop-up: a temporary restaurant or gallery that gathers buzz, then disappears.

The Reindeer, which was open for just 23 days and nights in the run-up to Christmas, was booked solid before it even existed. More than 11,000 lunch and dinner slots in a candlelit winter wonderland, complete with snow-dusted pine trees, were filled by Nov. 1, thanks to an October spot on YouTube, a viral e-mail campaign and word of mouth. It helped that the Reindeer's creators, Pablo...

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