Food52

Union Square proves to be a prime location for success for the Food52 Holiday Pop-Up Shop.

Goal

After two years of holiday markets under their belt, the team at Food52 tapped MG2 to introduce the brand to a new geographic area/demographic.

MG2

MG2 hit the phones and pavement scouring the city for the best location possible for the Food52 Holiday Market. Once secured the team worked hand-in-hand with Food52’s creative director Alexis Anthony to design and transform the very raw and recently vacated (former iconic Starbucks space) into the authentic aesthetic of the brand that curates all things around cooking in your life.

Outcome

In less than 3 days, in partnership with Food52’s team, we opened doors to what many dubbed a holiday wonderland in the middle of the bustling Union Square during peak holiday shopping season. Foot traffic was robust throughout the duration of the pop-up, many products sold out and they experienced overall positive ROI. The coveted brand also garnered press from major publications including Instyle, AM New York, and beyond.

Behind the scenes of our retail store transformation

With the goals of testing the brick-and-mortar market and bringing their e-commerce experience (both recipes and all things food) to a physical storefront in NYC, MG2 secured the former iconic Starbucks in Union Square New York.

With just 4 weeks to map out a store layout for 200+ skus, that also embodied the inspirational voice of the Food52 brand, we worked side by side Creative Director Alexis Anthony to design, source and build the Food52 Holiday Market.

From entrance to exit, the shopping experience was guided by inspirational vignettes, that were easily shoppable and accompanied by highly trained in-store associates to assist customers with holiday shopping needs.