Pop-ups are everywhere nowadays, from temporary restaurants, to transient retailers. Adding a little excitement to the traditional format, Swedish menswear label Tres Bien have integrated the digital and physical worlds with their latest pop-up project, the Tres Bien World Tour.The campaign involves 5 virtual pop-up stores in New York, Tokyo, London, Stockholm and Paris. Each day, the virtual store 'journeys' to a new city where users are encouraged to physically go to a secret location to unlock the virtual pop-up store via a bespoke app. Once unlocked, the store offers exlusive products and big discounts.As a brand with a large online following, its an interesting way to move offline and evolve the pop-up concept. Check out the app here.