The pop-up shop phenomenon is shaping up to be retailer's MO of choice -- no year-long leases to contend with, plus free hype thanks to limited-duration sales. But it was only a matter of time until other brands became aware of the trend and its potential for exposure. In addition to the two soon-to-open open pop-up shops -- Refinery29's Save Fashion part deux and Here/Nau/NYC, each of which I noted earlier this week -- a new pop-up shop selling shoes is slated to hit the same Soho neighborhood tomorrow. But what makes this pop-up shop one-of-a-kind? It's sponsored by a liquor company.

Just in time for the holiday shopping season, Bailey's Irish Cream -- yes, the brown stuff that's probably been accumulating dust in your parents' liquor cabinet for decades -- is going to start hawking shoes, says Racked.com. Specifically, "this temporary boutique is shilling high-end, brand-name shoes by the likes of Sergio Rossi, Farylrobin, Vanessa Noel, L.A.M.B., Barbara Bui, Claudio Merazzi and much more -- all marked down to $75 a pair," says Time Out New York. While the concept of a liquor-sponsored pop-up shoe store (open Wednesday thru Friday, 11am–7pm) may seem a bit bizarre, Bailey's corporate heart is in the right place. TOMNY adds, "Baileys is donating the proceeds to the nonprofit Clothes Off Our Back."