Melissa Gonzalez

We are retail strategists and pop-up architects™ who have produced over 150 brick & mortar experiences in major cities across the United States.

The Lion’esque Group was founded in 2009 by retail futurist Melissa Gonzalez, who is also founder of Retail Intelligence platform Field-Test, 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.

Melissa is also a regular contributor on ABC LA Radio with her segment #RetailWithMelissa as well a regular guest on Cheddar TV and an active retail tech blogger.

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 transforming 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 retail 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 Brands

Space38 - for property owners

For Property Owners

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We work with some of the best in the commerce world


  • MargauxHero
  • 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
  • Carbon38
  • Penguin Random House
  • leesa
    Leesa Sleep
  • Raden Hero
  • Food52
  • Daisy Marc Jacobs
  • Quero Shoes
  • MMHero
    Mizzen + Main
  • Packer-Puma Bloodbath
  • Sally Hansen #ManiMatch
  • boohoofeatured1
  • Ode á la Rose
  • Mira
  • Packer Shoes
  • Steiner Sports
  • National Peanut Board
  • Able Made