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Blue Apron to host pop-up events in 7 US cities

Blue Apron Inc. said May 14 that it will host a series of pop-up events in seven U.S. cities, marking the New York-based meal-kit maker's first foray into physical experiential marketing.

The pop-up events, called Unboxed, will include a short-term experiential retail location in New York City, which will be open from May 29 to June-end; two-day mobile pop-up experiences in Los Angeles, San Francisco and Seattle; and outdoor movie nights in Austin, Dallas and Minneapolis.

The announcement comes two months after Blue Apron confirmed that it is planning to expand into brick-and-mortar stores this year.