We are retail strategists and pop-up architects™ who have produced over 100 pop-up store experiences in New York City, Chicago, Austin, Los Angeles, Puerto Rico and the Hamptons.

The Lion’esque Group was founded in 2009 by retail futurist Melissa Gonzalez, who is also a co-founder of The MARKET, Chief Pop-Up Retail Architect of Loudoun Virginia’s Smart City development and author of The Pop-Up Paradigm: How brands build human connections in a digital age.

Among our awards, Melissa has been awarded Design:Retail’s 40 Under 40 for her work transforming retail environments and was honored with the 2015 Retail Innovator Award for our work to transform the pop-up store environment by Retail Touchpoints. In 2014 our work was awarded the CLIO Image Award for experiential engagement, and we were finalists for the New York Design Award for marketing and branded experiences.


We are retail format pioneers – thought and execution leaders in pop-up retail – helping brands and developers re-think and re-format what’s possible in brick & mortar spaces.

We make it our mission to think outside the box so that your brand makes a long lasting impact with your target audience.

We scour the globe for what’s new, fresh and cutting edge, and bring innovative ideas to your pop-up activation.

We are an extension of your team from ideation to break-down, and have an extensive database of vetted vendors and partners for you to leverage.

We take the time to evaluate your options, plan the most effective strategy and are fully invested in your success today and in the future.


We help our clients reimagine in-store experiences

For Brands

For Property Owners

Want To Stay In The Know?


We work with some of the best in the commerce world


  • Margaux
  • IRL image
    IRL: In Real Life at Water Tower Place
  • organicport
    Organic Trade Association
  • MadisonPort
    Madison Reed Color Bar
  • MadisonReedNYC
    Madison Reed Pop-Up
  • The RealReal: Pop-Up Opening Event 2016.
    The RealReal NYC
  • ThriveGlobal
    Thrive Global
  • Ovadia
    Ovadia & Sons
  • Ollie
  • Packer US Open Pop-up Grand Central
    Packer Shoes x Asics
  • M.Gemi Pop-Up
  • Carbon38
  • Penguin Random House
  • Leesa Sleep
  • Raden
  • Food52
  • Daisy Marc Jacobs
  • Quero Shoes
  • Mizzen + Main
  • Packer-Puma Bloodbath
  • Sally Hansen #ManiMatch
  • Boohoo.com
  • Ode á la Rose
  • Mira
  • Packer Shoes
  • Steiner Sports
  • National Peanut Board
  • Able Made
  • Ariana Rockefeller 2014
  • J.Hilburn 2014
  • NFP Studio
  • Cat Footwear
  • Stantt
  • Sole Society
  • Julie Vos
  • Johnnie-O
  • Nora Gardner Spring 2015
  • El Mercado Peru
  • Queork
  • Ministry of Supply
  • J.Hilburn 2013
  • Ariana Rockefeller 2013
  • The Concept Collective
  • Prince Tennis


Now Available!

THE POP-UP PARADIGM Via Amazon.com and Barnes & Nobles


Ready to pop? Send us a message and we’ll get back to you shortly.

116 West 23rd Street, Suite 500, New York, NY 10011

+1 (347) 321 6800