Portable portable pop-up booths offer an affordable and flexible solution for small businesses to showcase their products and services at events and venues. The design criteria required for a customized portable pop-up booth used for a variety of needs require special consideration for a adaptive and versatile design. The purpose of this research is to identify the main criteria needed in the portable pop-up booth design, evaluate the design results and provide design criteria that can be implemented by small businesses, using a case study project of the portable portable pop-up booth for small businesses supported by Surabaya city government. The method in this study uses a mixed methods approach by combining primary data collection from stakeholders, the Surabaya City Government, small business actors, and experts in the field of portable pop-up booths as well as secondary data collection through literature to determine design variables that influence portable pop-up booths. From this data collection, it is then developed into a prototype design in the design studio as a real project for assignments done by students. From the results of the prototype that has received feedback, it is then further analyzed to find design variables that prioritize adaptability and versatility as critical points in creating a successful portable booth. Portable portable pop-up booth design criteria by considering common interior variables, layout and design variables, as well as POP and decor elements, businesses can create booths that are easy to adapt to different settings, maintain a clean and professional appearance, and optimize customer engagement. Versatile and customizable booths ultimately empower businesses to respond effectively to market trends, connect with customers on a deeper level, and achieve lasting success in the dynamic landscape of pop-up shops and trade show exhibits.