Irina Nikolskaya, the founder of @popup_museum, made a presentation “Pop Up Museum - the format of a new brand communication” at the International Conference “Communication in Digital Transformation” at the Russian Center for Science and Culture in Paris. With the participation of international expert, professor, IEERP Administrative Director Jean-Francois Flaaux (the author of a popular textbook on public relations translated into a number of foreign languages, monographs on event communication, a classic of European PR, one of the founders of the American cinema festival in Deauville).