Simon and other mall owners are making space available for more and more temporary installations, from Coca-Cola lounges to vehicles being displayed by either car dealers or manufacturers. These short-term leases can be a terrific way for a marketing firm to test experiential marketing initiatives without as much financial exposure. Mall audiences are generally receptive, but I must admit, the thought of all the walking space being clogged with cars and booths makes my head hurt.

South Florida Sun-Sentinel: Car manufacturers hang up tradition and hit the mall to reach buyers, 2006-Sep-11, by Jeff Zbar

Placing retail or large-scale marketing initiatives on a temporary basis within a mall location is called the "pop-up" store or mobile marketing initiative. The move by GM and other marketers to these out-of-home initiatives can help overcome the diminishing value of traditional advertising programs, said Joel Benson, president of EventNet USA, a Fort Lauderdale-based national mall marketing company. … if the audience won’t come to their commercials, they are taking their commercials to their audience."