FIRST AIRED: September 30, 2018

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>> 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.
>> 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.
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.
>> 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.
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.
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.