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

The Lion’esque Group was founded in 2009 by retail strategist Melissa Gonzalez, who is also a co-founder of The MARKET and author of The Pop-Up Paradigm.

In 2015, we were 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 honored with the CLIO Image Award for experiential engagement, and we were finalists for the New York Design Award for marketing and branded experiences.


Beginning with the vision of the branded experience, Lionesque Group guides clients throughout the entire lifecycle of the “pop-up experience.” The advisory begins with a deep dive and conceptual ideation, and continues with project management from pre-planning to store opening, and concludes with the merging of Lionesque Group’s knowledge of social media strategy with the company’s deep Rolodex of partners and sponsors.

Our Company Values


Bold Vision

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


Innovative Strategy

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


Reliable Support

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.


Passionate Execution

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.

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Hire us for one or all steps of your pop-up process


We will work with you to assess your goals, brand DNA and customer targets. Once we have completed a deep dive into what your company is looking to achieve, we will develop an activation strategy that promotes your brand's message and engages your target audience.

With a clear strategy roadmap, we will create and deliver a conceptual plan and budget proposal that incorporates all estimated moving parts for an effective pop-up shop.


Once strategy has been developed and budget estimates have been approved, it’s time to find the best location for your pop-up store. The Lionesque Group will leverage its long-standing relationships with real estate partners and procure the ideal location; a location where foot traffic and customer demographics are inline with your key targets and the aesthetic of the space is on brand with yours.

We will assess permitting and occupancy needs and ensure you are prepared with necessary paperwork and certificates for your event(s).

Design and Merchandising Phase

After a location is selected, we will move into the design phase to create space renderings and flesh out space layout, including exterior and interior elements. The design phase will be developed in accordance with developed budget projections and deliver the message of your brand and activation strategy.

We will ensure your layout upholds a retail point of view and is optimized for customer flow, interaction and transacting.

Calendar of Events

From the opening reception to co-hosted events, we will work with you to flesh out a calendar of events for the duration of your pop-up store that amplifies your brand’s reach and cross marketing channels to your key customer targets. We will secure strategic partners and sponsors that compliment your message and extend your reach.

Build Out and Execution


Project management by The Lionesque Group will allow your company to focus on your brand while we ensure the best execution. We will:

i) secure and manage all vendor relationships
ii) create and manage production timelines and run of show
iii) hire and train day-to-day staffing if needed.

Reflection/Reporting Metrics

From conception stages, we are actively thinking about achieving your goals. Whether it’s brand awareness, customer education, sales or testing a new market, we will ensure you are positioned to gather data that will increase your ROI short term and longer term.

i) Traffic – We will monitor traffic, dwell times and conversions.

ii) Sales – We will ensure you are positioned not only to run sales, but to collect data on your customers for future follow-up as well as service and merchandising enhancements.

iii) Social – We will identify key influencers during your campaign and report on engagement metrics and sentiment analysis across social media platforms.

Contact us for a consultation or to hire us for a Pop-Up Bootcamp


A preview of some of our amazing clients

NOW available: The Pop-Up Paradigm Second Edition via Amazon.com


Get the latest from Lion’esque here!

How Engagement Can Lead To Data

How Engagement Can Lead To Data

Every year the Northside Festival presents and brings together the best in ideas and information on “What’s New” in innovation. This year, we learned how drones will change the face of marketing and how VR is charging through as the new form of experiential media.


The Pop-Up Paradigm Second Edition Launch

The Pop-Up Paradigm Second Edition Launch

Our CEO launches a revised & expanded Pop-Up Paradigm book, including new chapters on Virtual Reality, Augmented Reality, Artificial Intelligence, 3-D Printing and The Internet of Things. With case studies from Rebecca Minkoff, Kate Spade and more, Gonzalez dives into how brands can create immersive experiences and develop lasting relationships with customers, existing and new. See Sneak Peek Excerpts below:


Creating Your Design Foundation: Budget

Creating Your Design Foundation: Budget

Being creatives at heart, one of our favorite elements of pop-up planning is diving-in and unloading all of our built up creativity. While we fully recommend to anyone designing a pop-up to stay open-minded and unleash even their most extravagant ideas, we know it is always in our best interest to keep organized and make sure we have created the right starting point. To help simplify this we have narrowed down our top three areas to have in place before diving into the full design and layout of the space: your colors, your materials, and lastly your budget.



Contact Us

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