giles miller pop-up shop

This is pulled from designboom.com

during london design week 09, designer giles miller designed and curated a pop-up shop
of his work at 1.12 kingly court. miller has designed a range of cardboard products
and furniture in which he attempts to combine the values of individuality with the realities
of reproduction in his somewhat craft-based production techniques. the way in which
he proceeds with his design allows for personalization, giving individuals the opportunity
to add value to their object, preventing them from losing their worth.

It seems like pop-up shop is quickly becoming a term for thoughtless cardboard furniture. Im pretty sure "craft-based productions techniques" means laser-cut.

We need to think about this as we design our advertising and promotion. How can we set ourselves apart from what this term is becoming?