FIRST AIRED: September 30, 2018

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00:00:00
>> Three, two one>> Bathe in a tub of colorful balls. Explore creative ice cream flavors. Celebrate and salivate over the greatness of rose. Quirky, ephemeral exhibits known as pop-ups seem to be sprinkled everywhere, offering colorful photogenic experiences for a fee that play into millennials' social media obsession.
00:00:25
>> We're at Human's Best Friend, a popup experience in New York City for humans and their dogs that's designed to get you those Instagram likes.>> Here's how it works. The pop-ups founders sell tickets in this case to pose with your dog in a settng tailor-made for social media.
00:00:44
Explain Jason Sherwood, co-founder of Human's Best Friend.>> I mean, literally as we were installing this event over the course of four days, we were checking and making sure that things fit in three-two and square apertures because that's how things are captured on Instagram.>> And that's what brings Nancy Cook to this pop-up with Devito, who has his very own Instagram page.
00:01:09
>> He's kinda like my muse. I'm always trying to find interesting things to take pictures of him, as I guess a lot of people do that.>> Another force that's driving the pop-up trend, the chance to do something out of the ordinary.>> They say that millenials are the experience generation, right, that millenials in general want to go and do things.
00:01:26
So they're more likely to spend money on experiences than they are on permanent things, like homes, or cars, or material objects in that sense.>> And finally there's the distinctly millenial trait known as FOMO, the fear of missing out.>> Pop-ups especially are ephemeral. They're here for a short amount of time, and then they're gone, like so many great things.
00:01:46
The best concert you've ever been to, the best theatre production you've ever seen, that street band that you heard. And I think it's the ephemerality of pop-ups that has made them so successful.>> But the fleeting experiences do not come cheap. Tickets for Human's Best Friend, which runs until November 12th, can cost up to $39 for humans and dogs, more than the $25 it costs to spend the entire day at New York City's vast Metropolitan Museum of Art.