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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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)

FFCNYC Coverage by Conscious Magazine
We loved seeing all the buzz that was being created as we prepared to take part in last weekend’s Freestyle Fashion Conference, (#FFCNYC) hosted by our friends at Open Source Fashion. As we were promoting the event we came across a great article from Rachael Baxter of Conscious Magazine sharing her Q&A with conference founder Pavan Bahl, and giving her readers an inside look at what they could expect to learn in the different sessions of FFCNYC, including a highlight of our session, asking Pavan- Another topic: Pop Up Retail Strategy lead by Pop Up Guru, Melissa Gonzalez – what might one expect?
Read the article here to learn more about FFCNYC and our involvement.
Photo Credit: Hideki Aono Photography

FFCNYC Coverage by Conscious Magazine

We loved seeing all the buzz that was being created as we prepared to take part in last weekend’s Freestyle Fashion Conference, (#FFCNYC) hosted by our friends at Open Source Fashion. As we were promoting the event we came across a great article from Rachael Baxter of Conscious Magazine sharing her Q&A with conference founder Pavan Bahl, and giving her readers an inside look at what they could expect to learn in the different sessions of FFCNYC, including a highlight of our session, asking Pavan- Another topic: Pop Up Retail Strategy lead by Pop Up Guru, Melissa Gonzalez – what might one expect?

Read the article here to learn more about FFCNYC and our involvement.

Photo Credit: Hideki Aono Photography

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QUESTIONS TO ASK BEFORE JOINING FORCES FOR A COLLABORATIVE POP-UP

We are often asked by brands, “what do you think of collaborating with other brands for a pop-up?” Off the cuff we say it’s great and there are many benefits, but before going down the collaboration path there are a few key questions every merchant should ask themselves.

First let’s start with the benefits! As a group, you can share the costs, pool efforts on acquiring fixtures to help merchandise the space, split responsibilities of store hours, and co-market the pop-up experience. Sounds like a win-win right? It can be. However, in order for the preceding benefits to come to fruition a methodical approach must be taken.

How to tackle sharing of costs: the benefit is pretty straight forward and there is little downside here. Factors of consideration before joining forces on a budget is first deciding the dynamic of the group. For example, is one brand the headliner and the others highlights of the pop-up or are all brands equal parts of the story? Which brand is signing the lease and is everyone getting their own liability insurance, which we always recommend.

This leads us to our main, key question, who should your brand align with to create a truely branded experience that is going to elevate your message and amplify your reach to the right audience? In order to produce a successful pop-up shop that serves the purpose of building brand awareness and ultimately results in notable sales, a merchant needs to ensure all aspects of the shop serves the purpose of reaching their target customer with messaging, merchandising and the overall consistent experience. Before gravitating to partners that can just help pay the rent, search for strategic alliances with brands that have a product that sits in a similar price point range and targets customers with similar values, yet doesn’t compete with a customer’s wallet share for what you are offering. For example, a luxury scarf brand (as featured above) sits well with Italian leather handbags and an eyeglass brand; or a bike shop goes well with a coffee (as featured below) and backpack brand. Both create a complete offering and deliver an in-store lifestyle experience, but a customer isn’t necessarily choosing to by one category over the other.

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Once you have assembled your pop-up entourage, it’s then time to tackle a general checklist of shared responsibilities beyond costs, and best practices to consider to be sure goals are aligned:

- Fixtures: what aesthetic serves the purpose of the overall branded message? what lifestyle elements (books, art, etc) can you incorporate into the space?

- Staffing: if you are sharing store hour responsibilities, be sure all parties involved not only know pricing but understand and can share each other’s story, design process, key selling points, and unique factors to customers.

- Co-Marketing: create a calendar of events where each brand has a spotlight night outside of the opening reception and prepare a cheat sheet document for all parties to use throughout the duration of the pop-up shop ensuring the overall messaging is consistent via newsletter marketing, social media channels and press outreach.

The outcome of collaboration can be powerful, but only if the customer is receiving a clear and cohesive message from the pop-up experience.

(Images courtesy of Payal Luthra Pop-Up Shop and Bidon Coffee & Bicycle Pop-Up)

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