By  on September 28, 2017

Pop-up specialist Melissa Gonzalez, founder of The Lionesque Group, has teamed with real estate operator GGP Inc. to launch “IRL” at Water Tower Place in Chicago. IRL, which is web lingo for “In Real Life,” had a soft launch last month and focuses on offering shoppers an “immersive shopping experience that fosters the human connection between” consumers and brands.

Visitors are encouraged to “touch, learn, discover and experience new products (in real life) from today’s fastest-growing brands in an experiential store environment.” Gonzalez told WWD that despite what many headlines state, physical stores are “very much alive.” Moreover, “physical retailing continues to evolve,” she said.

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