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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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A DIY App Tool Kit for Pop-Up Build Outs
In our past posts we have addressed the importance of honing in on the goal of your pop-up shop and focusing your production choices on elements that further those goals with branded design direction.
Taking over a space can feel daunting, whether it’s 300 square feet or 3,000. Having worked with brands to create over 65 retail spaces, here is peek into our recommended DIY App tool kit for tackling some of the technical and creative aspects for building out a pop-up shop.
On the technical side, the first key step is to make a blueprint of your store’s floor plan (interior and window display) and utilizing that to begin sketching a custom layout plan for your retail space. For this, we recommend adding Magic Plan to your DIY app tool kit. This app allows you to measure rooms and electronically draws your floor plan just by taking pictures. You can export the floor plan in PDF, JPG and DXF format or publish an interactive floor plan on the web. Once you have this plan you can more effectively think through your ideal layout for customer flow (a grid, a loop or perhaps free flow).

Play with the space with a larger scale print out and mount it to a cork board. Use thumbnail pins (or tape) to create a mini store model and experiment with placement for your store’s hero focal point, display units or racks, teaser areas and check-out counter.
As you plan out placement, you will also want to be sure to keep in mind elements that tell your brand story. One of the most cost effective ways to begin with branding a space is with paint. Clean white walls are great for retail, however a great way to elevate the branded feel is to add an accent wall. Next in your tool kit, you will want to add ColorSnap.


This savvy app allows you to snap an image you are inspired by (perhaps your latest lifestyle shoot) and will then create a color palette for you based on that image. Once you’ve found a color, you can easily adjust by hue, lightness and saturation. You can get even more ideas with the instant coordinating-color recommendations.
Selecting a palette is just the beginning to telling your story. Whether it’s a seasonal spotlight, a lifestyle message or a behind the scenes look into your design process, be sure to pre-plan an impactful window design and “speed bump” areas throughout your retail store. For this we recommend adding Pinterest to your App Tool Kit. Begin early with creating secret DIY boards for your window and interior displays, and don’t be shy to lean on nature for inspiration for counters, racks and shelving.

Lastly, you will want to be equipped to evenly mount your shelves, photos and signage, so next we recommend the I-Handy Level App

All you need to do is hold your device upright, place the bottom edge of the device on the flat surface and Calibrate. You will look like a true pro in no time!
Store design will always require a well thought out approach and being prepared with a DIY App tool kit is a solid way to start planning your storytelling process.

A DIY App Tool Kit for Pop-Up Build Outs

In our past posts we have addressed the importance of honing in on the goal of your pop-up shop and focusing your production choices on elements that further those goals with branded design direction.

Taking over a space can feel daunting, whether it’s 300 square feet or 3,000. Having worked with brands to create over 65 retail spaces, here is peek into our recommended DIY App tool kit for tackling some of the technical and creative aspects for building out a pop-up shop.

On the technical side, the first key step is to make a blueprint of your store’s floor plan (interior and window display) and utilizing that to begin sketching a custom layout plan for your retail space. For this, we recommend adding Magic Plan to your DIY app tool kit. This app allows you to measure rooms and electronically draws your floor plan just by taking pictures. You can export the floor plan in PDF, JPG and DXF format or publish an interactive floor plan on the web. Once you have this plan you can more effectively think through your ideal layout for customer flow (a grid, a loop or perhaps free flow).

Play with the space with a larger scale print out and mount it to a cork board. Use thumbnail pins (or tape) to create a mini store model and experiment with placement for your store’s hero focal point, display units or racks, teaser areas and check-out counter.

As you plan out placement, you will also want to be sure to keep in mind elements that tell your brand story. One of the most cost effective ways to begin with branding a space is with paint. Clean white walls are great for retail, however a great way to elevate the branded feel is to add an accent wall. Next in your tool kit, you will want to add ColorSnap.

This savvy app allows you to snap an image you are inspired by (perhaps your latest lifestyle shoot) and will then create a color palette for you based on that image. Once you’ve found a color, you can easily adjust by hue, lightness and saturation. You can get even more ideas with the instant coordinating-color recommendations.

Selecting a palette is just the beginning to telling your story. Whether it’s a seasonal spotlight, a lifestyle message or a behind the scenes look into your design process, be sure to pre-plan an impactful window design and “speed bump” areas throughout your retail store. For this we recommend adding Pinterest to your App Tool Kit. Begin early with creating secret DIY boards for your window and interior displays, and don’t be shy to lean on nature for inspiration for counters, racks and shelving.

Lastly, you will want to be equipped to evenly mount your shelves, photos and signage, so next we recommend the I-Handy Level App

All you need to do is hold your device upright, place the bottom edge of the device on the flat surface and Calibrate. You will look like a true pro in no time!

Store design will always require a well thought out approach and being prepared with a DIY App tool kit is a solid way to start planning your storytelling process.

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)

Women 2.0: A Pop-Up Architect with a Blueprint for Success
“As an entrepreneur sometimes you have this vision and you fight for it so hard, and the universe was organically sending me some other opportunity. I remember reading my horoscope in Harper’s Bazaar and it said to accept what’s naturally coming to you. I said this is fate. I have to at least explore it.”
   Recently, our founder Melissa Gonzalez sat down with Celebrity Lifestyle writer Dorothy Cascerceri and the Women2.0 blog, a place where the newest generation of technology innovators can share their stories, their best tips and give guidance, to tell them about her journey into the Pop-Up Shop world. From her start with the Market at the Roger Smith Hotel to her experiences with more established brands, like J.Hilburn, Melissa gives an inside look at how the Lionesque Group became the company it is today and shares with readers a few of her best business growth tips.
 See the full story here.

Women 2.0: A Pop-Up Architect with a Blueprint for Success

“As an entrepreneur sometimes you have this vision and you fight for it so hard, and the universe was organically sending me some other opportunity. I remember reading my horoscope in Harper’s Bazaar and it said to accept what’s naturally coming to you. I said this is fate. I have to at least explore it.”

   Recently, our founder Melissa Gonzalez sat down with Celebrity Lifestyle writer Dorothy Cascerceri and the Women2.0 blog, a place where the newest generation of technology innovators can share their stories, their best tips and give guidance, to tell them about her journey into the Pop-Up Shop world. From her start with the Market at the Roger Smith Hotel to her experiences with more established brands, like J.Hilburn, Melissa gives an inside look at how the Lionesque Group became the company it is today and shares with readers a few of her best business growth tips.


See the full story here.

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