Pop-up stores are shops, cafés or events that appear in fascinating environments to stay for a limited time period. At the centre stage: not only consumption aspects, but also the innovation potential. These spaces provide the room to try out something new and get inspired. A ‘bio-based pop-up store’ is an ideal space to show novel and sustainable bio-based products. Self-evidently, the link to the larger sustainability debate should not be missing. Within the pop-up stores, a narrative will be developed that shows how bioeconomy innovations can contribute to the achievement of selected UN’s Sustainable Development Goals.