Startup culture in recent years has led chefs into food trucks and fashion designers into trunk shows. Another shifting cultural enterprise, the artisan craft fair, has been evolving into fresh mobile forms, too, with "pop-up" galleries.

Pacifikology, a fledgling arts-marketing business, will erect one of these guerrilla galleries at the base of the Manoa Falls Trail, near Lyon Arboretum, this week for a show and sale.

The 1,600-square-foot exhibition opens with a reception at 5:30 p.m. Tuesday, hosted by Pacifikology and Paradise Park entrepreneurs hoping to bring attention to the arts scene in the Waikiki ahupuaa as well as to the ongoing renovations of the site.

Unlike a typical gallery show that might be open for a month or longer, this one will end in less than two weeks, on May 17.

Napua Wong, program coordinator for Paradise Park, said the pop-up gallery’s focus on the artist as well as the art allows patrons to get to know the work and also the process, vision and people behind it.

"It’s all about bringing people in and sharing experiences with them," she said. "That’s what makes it live."

About 20 artists will participate, working in media such as painting, sculpture, photography, printmaking and pottery. Small items, such as handmade cards, will be available for about $5, with some paintings and sculptures on the upper end of prices at about $2,000.

Instead of being separated by booths or tables, the artists will show their work together as an integrated display, curated by Marla Momi Musick of Laukoa Creative, Colleen Kimura of Tutuvi Sitoa and Lauren Faulkner of The Fine Art Associates.

Pacifikology created its first pop-up gallery in December 2012, in collaboration with the Hawaii Fashion Incubator, at Ward Warehouse, featuring vintage Hawaiiana and fashion. The success of that event, which included about 150 people attending the opening-night reception, led to a second pop-up gallery a few months later, in March 2013, in Moiliili. The complex nature of organizing and staging such an event, though, with a small budget and a general shortage of suitable spaces, led to a more than two-year gap between the Moiliili exhibition and this upcoming offering in Manoa, which also focuses less this time on fashion and more on fine-art forms.

Musick, Pacifikology’s founder and owner, said pop-up galleries are both a challenge and a hardship. "It’s fun and creative but also stressful," she said. "Every event shapes itself based on where we move to and who the collaborators are."

An example of some of the pop-up issues, she said, is the gathering and storage of basic equipment, such as track lighting and pedestals, that a retail gallery might have readily available or already in place. Marketing this pop-up idea, the core service of the Pacifikology business, can be tough with a moving, ephemeral target for patrons.

As part of that push to connect with customers, Musick said the company intends to open an online shop for its artists after the Manoa event.

"We’re not in one stationary spot, so this also is an exercise in informing people and getting them excited about an arts-and-culture event," Musick said. "Part of the goal is to not be fixed. One of the interesting and fun things is showing up in unusual spaces. … We don’t know when we’ll be able to pop up again or where we will show up next."