Online Retailer M.Gemi Opens Doors in Soho

 Season: Fall 2016-Winter 2017

M.Gemi makes direct-to-consumer even more personal with their first Try-On Shop in New York City

Goal: To increase brand awareness, test online-offline integration and learn more about their customers.

Lionesque: TLG worked with the M.Gemi team to create an immersive in-store experience that translated the true value proposition of their company, “handmade Italian shoes direct to consumer with new weekly arrivals.” We were hands-on from concept, to design, to sourcing to build-out management. In just 6 weeks, M.Gemi opened a 2,500 square foot store that became a destination for customers looking for more than just a store.

Results: Offering 55+ ready-to-wear styles customers felt like VIP shoppers in the interactive store, as they could also customize the brand’s signature moccasins in-store, choosing from 100 options of suede, stitching, pegs and monograms, all while sipping on Prosecco and enjoying Italian pastries. The beautifully designed space garnered media coverage from Urban Daddy, The Observer and Harpers Bazaar to name a few and due to its immediate success extended their lease!