Goal: To promote the release of the second season of Prime Original show The Marvelous Mrs. Maisel, the iconic Carnegie Deli was brought back to life through a pop-up deli experience that transported visitors back to the era of the TV series, with everything from décor, to pricing, to the menu, reflecting 1950’s New York City as depicted in The Marvelous Mrs. Maisel, making it a fully immersive and highly photographable experience.

Lionesque: Tool of North America hired The Lionesque Group as their full-service partner to design and render, as well as source and manage, the production of the immersive environment for the pop-up, with a2zrestaurant as the operational partner.

Results: The pop-up deli experience was an extraordinary success, it served 11,000 people and had a waiting list of 8,000. The pop-up garnered 280 pieces of press coverage including Buzzfeed, Forbes, Vogue, Eater, USA Today, and 10 broadcast segments, with a social media reach of 45 million.

2019 One Show Awards Finalist for Experiential Design and Indoor Spaces

Goal: To grow overall brand awareness, learn about customers, and test the viability of permanent retail in NYC.

Lionesque: TLG worked in partnership with The Citizenry team to evaluate and concept the optimal flow and overall store layout. Deliverables included: inspiration for key in-store moments such as the Pampas window story, fireplace moment and patio scene, as well as budget assessment, sourcing, and oversight for store build-out production.

Results: After a successful 22 day December pop-up with strong foot traffic, sales, and growth in brand awareness in the New York market, The Citizenry extended their stay in the West Village in January 2019. Over the duration of the pop-up, they garnered media coverage from major outlets including Architectural Digest and House Beautiful.

Goal: While they already have great visibility in national supermarkets throughout the US, Jarlsberg Cheese wanted to find a way to connect directly with their audience and did just that with their first ever pop-up experience in the West Village. Partnering with beloved Swedish candy store, Sockerbit NYC, Jarlsberg built out half of the store with a Norwegian-inspired setting complete with an oversized cheese wheel spotlight and tire swing, a custom cutting station and infographic wall, and tasting table moments, giving many fun photo and educational opportunities.

Lionesque: Norseland, Jarlsberg’s parent company, hired The Lionesque Group as their full-service partner to bring to life the Norwegian experience by designing an overall concept and flow with 3D renderings, as well as production sourcing, and build-out management.

Results: Both Jarlsberg and Sockerbit NYC saw great success from partnering for the 2-week pop-up experience. Jarlsberg saw a level of organic reach they never had before as well as a large increase to traffic to their website while Sockerbit NYC saw their in-store cart size increase significantly. Along with the general buzz, the pop-up was covered by many media outlets including Hype Magazine, Digiday, and a feature on WPIX.

Goal: Brandless set its sights on interacting with customers and increasing brand awareness in a two week, experiential pop-up shop in West Hollywood, CA. Additionally, Brandless educated consumers on their “better for everyone” assortment of products, many of which are vegan, non-gmo, gluten free, and/or organic. Daily events were held at the pop-up and open to the public both in person and via Facebook Live.

Lionesque: Brandless hired The Lionesque Group as their full-service partner. The Lionesque Group led the ideation, design, production sourcing, build-out management, and technology integration within the space. The Lionesque Group also took on staffing and planning the opening reception.

Results: The fully instagrammable pop-up allowed guests to immerse themselves into the Brandless Life. Its opening reception included celebrities such as Maggie Grace and Michael Loeb. Over the duration of the pop-up, Brandless garnered media coverage from major outlets including Good Morning LA, Well+Good, Adweek, WWD, among many others. Overall the pop-up generated over 1.9 million social media impressions.

Goal: To make a mark in the NYC market and introduce an innovative retail + gallery space, a place to lay back and dream on a Leesa® mattress while enjoying the works of art inspired by the dreams of homeless, formerly homeless, and disabled artists.

Lionesque: TLG was brought on as the production team to secure the location, guide the concept and design of the space, and secure and manage all vendors and build-out of the space. After doors opened, TLG has stayed on as consultants for staffing and operational management of the store, as well as collaborating on marketing strategies including strategic partnerships and events.

Results: With a successful launch, Leesa has already extended its Dream Gallery™ from a one-month activation to the full-time location. After an inspirational opening reception, which included appearances by investors Eric and Jessie James Decker and singer Constantine Maroulis, as well as inspirational speeches from the ArtLifting artists whose work is displayed at the Dream Gallery, Leesa is here to stay! Their success extends beyond their highly visited store to being featured by top media outlets such as PSFK, Racked NY, and the Boston Globe. To continue the traction and buzz, the Leesa Dream Gallery has hosted immersive events, including a collaboration with Snowe Home and Rhone Menswear and a Stanford Women’s Networking night, and will continue to do so throughout their stay. Interested in hosting an event at the Leesa Dream Gallery? Please contact us for more information!