Brand Activation & Pop-Up Architects. Making Ideas a Reality.

Since 2009, the Lionesque Group has produced immersive pop-up retail experiences in New York City, Los Angeles and beyond.


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Take A Time Out at the Rogers Rooms Pop-Up at the Roger Smith Hotel
We’ve seen pop-ups utilized in many ways for brands to get the most out of the experience, but the Roger Smith Hotel has brought their own unique spin on the increasingly popular concept with a hotel suite pop-up!
Part of the beauty behind the hotel is that each room is uniquely designed by hotel owner, Suzanne Knowles. We took a moment to chat with Director of Marketing, John Knowles to learn more about what inspires each room design and to give you the inside scoop on the unique pop-up hotel showroom experience at the Roger Smith Hotel:
 LG: Everyone always asks, who is Roger Smith. Who is he to you?
JK: Roger Smith is what ever you need him to be. He is creative thinking personified… He is a host here in New York and is interested in how you think.  I believe Roger Smith takes many forms and personalities. I am Roger Smith. You are Roger Smith. He is your best self. 
LG: What does it mean to have a family owned hotel business in the heart of one of the busiest hubs of NYC? 
JK: A family run hotel in New York is a unique experience. There is an awareness and familiarity to the block. To grow up with the business, then to work for the business, and then try to lead the business, the experience of working within a family run business is no picnic. The challenges can become personal as the people you are working with are family. Its a great learning envirnment.   
LG: At its heart, the Roger Smith Hotel is a home for the creative and the curious, what are some of the ongoing art series you have at the hotel?
JK: The arts have played a role in the hotels culture for years. The Corner Gallery became The Lab Gallery, and now is a Popup shop used to engage different short term business opportunities. Our spaces continue to showcase art and new shows are always popping up in the Lobby, Lily’s and the Winthrop Room on the second floor. The Artwork of James Knowles has been a staple in the Roger Smith experience for years, with Urban Crystals and Statues in the Lobby and front entrance. Our rooms showcase art and celebrate the creative impulse with its verity of experiences in the rooms. We embrace the arts and those who appreciate them. Current activity in our arts programming include The Window at 125, Art in Lily’s, The Winthrop Room and the Lobby. 

Some quick, fun and little known facts about the Roger Smith Hotel: 
Kurt Cobain got his first taste of fame in room 506, watching his premier on MTV for the first time.Jane Goodall, a friend to primates, is also a friend of the hotel and prefers to stay in room 1011.Jean Michel Basquiat was known to replace paintings with his own interpretations in his favorite room 1306. 
The Quick 411:
Daily open house: 1pm - 5pm
Dates: March 31- April 28
Hours: 10 am - 6pm
Scoop: Pop-Up Room 702 is a Double Double Suite at the Roger Smith Hotel

Take A Time Out at the Rogers Rooms Pop-Up at the Roger Smith Hotel

We’ve seen pop-ups utilized in many ways for brands to get the most out of the experience, but the Roger Smith Hotel has brought their own unique spin on the increasingly popular concept with a hotel suite pop-up!

Part of the beauty behind the hotel is that each room is uniquely designed by hotel owner, Suzanne Knowles. We took a moment to chat with Director of Marketing, John Knowles to learn more about what inspires each room design and to give you the inside scoop on the unique pop-up hotel showroom experience at the Roger Smith Hotel:

LG: Everyone always asks, who is Roger Smith. Who is he to you?

JK: Roger Smith is what ever you need him to be. He is creative thinking personified… He is a host here in New York and is interested in how you think.  I believe Roger Smith takes many forms and personalities. I am Roger Smith. You are Roger Smith. He is your best self. 

LG: What does it mean to have a family owned hotel business in the heart of one of the busiest hubs of NYC? 

JK: A family run hotel in New York is a unique experience. There is an awareness and familiarity to the block. To grow up with the business, then to work for the business, and then try to lead the business, the experience of working within a family run business is no picnic. The challenges can become personal as the people you are working with are family. Its a great learning envirnment.   

LG: At its heart, the Roger Smith Hotel is a home for the creative and the curious, what are some of the ongoing art series you have at the hotel?

JK: The arts have played a role in the hotels culture for years. The Corner Gallery became The Lab Gallery, and now is a Popup shop used to engage different short term business opportunities. Our spaces continue to showcase art and new shows are always popping up in the Lobby, Lily’s and the Winthrop Room on the second floor. The Artwork of James Knowles has been a staple in the Roger Smith experience for years, with Urban Crystals and Statues in the Lobby and front entrance. Our rooms showcase art and celebrate the creative impulse with its verity of experiences in the rooms. We embrace the arts and those who appreciate them. Current activity in our arts programming include The Window at 125, Art in Lily’s, The Winthrop Room and the Lobby. 

Some quick, fun and little known facts about the Roger Smith Hotel: 

Kurt Cobain got his first taste of fame in room 506, watching his premier on MTV for the first time.
Jane Goodall, a friend to primates, is also a friend of the hotel and prefers to stay in room 1011.
Jean Michel Basquiat was known to replace paintings with his own interpretations in his favorite room 1306. 

The Quick 411:

Daily open house: 1pm - 5pm

Dates: March 31- April 28

Hours: 10 am - 6pm

Scoop: Pop-Up Room 702 is a Double Double Suite at the Roger Smith Hotel

Pop[-Up] Goes the Retail
Join us at Apple’s Retail Store in Soho next Wednesday for a conversation on how pop-ups have changed the retail landscape. With a great panel including our founder, Pop-Up Architect Melissa Gonzalez, Daily Candy’s Editor-in-Chief, Ashley Parrish and MODABOUND Co-Founder and Director of Product, Alexa Varsavsky we will explore how the temporary brick and mortar option for startups and emerging designers has become a key engagement strategy for brands both big and small. Moderated by Women Innovate Mobile’s Kelly Hoey, join us as we discuss how, when, and ROI of successful temporary physical locations.
When: Wednesday, April 16th at 7pm
Where: Apple Retail Store in SoHo
The event is free to the public. Seating is first come first serve.

Meet the Panel (clockwise from top left): 
Kelly Hoey (moderator): Kelly is the Co-Founder & Managing Director at Women Innovate Mobile. Listed in Forbes as one of the five women changing the world of VC/Entrepreneurship, Kelly is a connection-maker and networking strategist. 
Melissa Gonzalez: Melissa Gonzalez specializes in brand activation and Pop-Up retail experiences. She is the founder of The Lionesque Group, a company that has produced over 65 pop-up retail experiences in New York, Los Angeles, and the Hamptons
Ashley Parrish: Ashley Parrish is the Editor-in-Chief of DailyCandy where she leads the editorial voice, vision, and strategy for social, web, email, mobile, and video platforms. Previously, Mrs. Parrish was the Content Director for the Women and Teen Networks at Hearst Digital Media where she directed and managed the digital operations of Harpers Bazaar, Marie Claire, Cosmopolitan, Redbook, and Seventeen magazines.
Alexa Varsavsky: Co-Founder and Director of Product for MODABOUND: a college-based fashion marketplace that allows students to shop from each other’s closets. Alexa worked at two tech-companies prior to founding Modabound: film-tech startup MUBI and then at Tumblr - focusing on business development and community outreach projects. 
(Top image courtesy of the Apple Retail Store in SoHo)

Pop[-Up] Goes the Retail

Join us at Apple’s Retail Store in Soho next Wednesday for a conversation on how pop-ups have changed the retail landscape. With a great panel including our founder, Pop-Up Architect Melissa Gonzalez, Daily Candy’s Editor-in-Chief, Ashley Parrish and MODABOUND Co-Founder and Director of Product, Alexa Varsavsky we will explore how the temporary brick and mortar option for startups and emerging designers has become a key engagement strategy for brands both big and small. Moderated by Women Innovate Mobile’s Kelly Hoey, join us as we discuss how, when, and ROI of successful temporary physical locations.

When: Wednesday, April 16th at 7pm

Where: Apple Retail Store in SoHo

The event is free to the public. Seating is first come first serve.

Meet the Panel (clockwise from top left): 

Kelly Hoey (moderator): Kelly is the Co-Founder & Managing Director at Women Innovate MobileListed in Forbes as one of the five women changing the world of VC/Entrepreneurship, Kelly is a connection-maker and networking strategist. 

Melissa GonzalezMelissa Gonzalez specializes in brand activation and Pop-Up retail experiences. She is the founder of The Lionesque Group, a company that has produced over 65 pop-up retail experiences in New York, Los Angeles, and the Hamptons

Ashley ParrishAshley Parrish is the Editor-in-Chief of DailyCandy where she leads the editorial voice, vision, and strategy for social, web, email, mobile, and video platforms. Previously, Mrs. Parrish was the Content Director for the Women and Teen Networks at Hearst Digital Media where she directed and managed the digital operations of Harpers Bazaar, Marie Claire, Cosmopolitan, Redbook, and Seventeen magazines.

Alexa VarsavskyCo-Founder and Director of Product for MODABOUND: a college-based fashion marketplace that allows students to shop from each other’s closets. Alexa worked at two tech-companies prior to founding Modabound: film-tech startup MUBI and then at Tumblr - focusing on business development and community outreach projects. 

(Top image courtesy of the Apple Retail Store in SoHo)

Alley Watch features the Lioneque Group
Alley Watch covered the March 2014 Freestyle Fashion conference, which they say “rocked New York” and they highlighted the Lionesque Group as the go-to #popupshop company.
As recapped by Mark Michael Stephens: “Know who your consumer is. Where do you want to do business? Why?” Gonzalez said. While it might seem simple to choose where and how to set up, there is a psychology to how it all falls into place.
Other conference highlights included the tech savvy company Snapette, who gave the audience the 411 on the Top 10 Mobile Trends in Commerce and and overall shout-out the conference founder, Pavan Bahl.
See the full coverage here and be sure to mark your calendar to attend the next one!

Alley Watch features the Lioneque Group

Alley Watch covered the March 2014 Freestyle Fashion conference, which they say “rocked New York” and they highlighted the Lionesque Group as the go-to #popupshop company.

As recapped by Mark Michael Stephens: “Know who your consumer is. Where do you want to do business? Why?” Gonzalez said. While it might seem simple to choose where and how to set up, there is a psychology to how it all falls into place.

Other conference highlights included the tech savvy company Snapette, who gave the audience the 411 on the Top 10 Mobile Trends in Commerce and and overall shout-out the conference founder, Pavan Bahl.

See the full coverage here and be sure to mark your calendar to attend the next one!

Introducing The Hatbox at the Refinery Hotel
We are proud to introduce the newest pop-up partnership space (at the Refinery Hotel) into the Lionesque Group family!
Situated in the heart of the fashion district, and just a block away from Bryant Park, popping up at the Refinery hotel will allow brands to inject their story into an urban, artistic New York conversation.
To officially unveil the space we hosted an exclusive reception with Open Source Fashion for the speakers from the March Freestyle Fashion Conference. Here are a few written sound bytes on what some of the industry’s top innovators thought about the space:

“We love the highend feel it has being connected to the hotel” - Jessica and Kathiya of Elite Styles Events
"It is a beautiful hotel so the alignment is really great. It is ground level retail, which is very rare and hard to find. Also, the hotel has an amazing rooftop bar, one of the best I’ve been to." - Pavan Bahal of OS Fashion
"It reminds of a really beautiful showroom and its location is key at the center of fashion district. The surrounding places are also great." - Spencer Kohn, fashion photographer
And as we are thrilled to partner with Refinery, we also did a quick Q&A with the Refinery Hotel’s Director of Sales and Marketing, Manya duHoffmann, to find out her thoughts on the new partnership:
LG: Why a pop up space at the refinery?
MD: The Refinery Hotel would like to remain true to the building’s past glories as a hat factory. We imagine replacing those hat milliners that were designing and manufacturing the latest fashions with the newest emerging brands here in the most central, convenient location of NYC. We feel our hotel guests as trend setters not followers would truly appreciate the POP up shop energy as well.
LG: Why you are excited to partner with the Lionesque Group?
MD: We are excited to partner with Lioneque Group due to their experience with the nuts to bolts of a pop up shop. We know that with their involvement the quality of the shops will be on brand and in line with the luxury edgy experience of Refinery Hotel.
The word is officially out!
For more information on how to book your next pop-up at The Hatbox, contact us at contact@lionesquegroup.com
(Image credits: Refinery Hotel & OS Fashion)

Introducing The Hatbox at the Refinery Hotel

We are proud to introduce the newest pop-up partnership space (at the Refinery Hotel) into the Lionesque Group family!

Situated in the heart of the fashion district, and just a block away from Bryant Park, popping up at the Refinery hotel will allow brands to inject their story into an urban, artistic New York conversation.

To officially unveil the space we hosted an exclusive reception with Open Source Fashion for the speakers from the March Freestyle Fashion Conference. Here are a few written sound bytes on what some of the industry’s top innovators thought about the space:


“We love the highend feel it has being connected to the hotel” - Jessica and Kathiya of Elite Styles Events

"It is a beautiful hotel so the alignment is really great. It is ground level retail, which is very rare and hard to find. Also, the hotel has an amazing rooftop bar, one of the best I’ve been to." - Pavan Bahal of OS Fashion

"It reminds of a really beautiful showroom and its location is key at the center of fashion district. The surrounding places are also great." - Spencer Kohn, fashion photographer

And as we are thrilled to partner with Refinery, we also did a quick Q&A with the Refinery Hotel’s Director of Sales and Marketing, Manya duHoffmann, to find out her thoughts on the new partnership:

LG: Why a pop up space at the refinery?

MD: The Refinery Hotel would like to remain true to the building’s past glories as a hat factory. We imagine replacing those hat milliners that were designing and manufacturing the latest fashions with the newest emerging brands here in the most central, convenient location of NYC. We feel our hotel guests as trend setters not followers would truly appreciate the POP up shop energy as well.

LG: Why you are excited to partner with the Lionesque Group?

MD: We are excited to partner with Lioneque Group due to their experience with the nuts to bolts of a pop up shop. We know that with their involvement the quality of the shops will be on brand and in line with the luxury edgy experience of Refinery Hotel.

The word is officially out!

For more information on how to book your next pop-up at The Hatbox, contact us at contact@lionesquegroup.com

(Image credits: Refinery Hotel & OS Fashion)

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