By  on May 5, 2017

The pop-up store model has become somewhat of a phenomenon for brands and retailers wanting to test brick-and-mortar experiences before committing to pricy and lengthy leases. Pop-up retail, or flash retail, was popularized by brands such as AT&T and Levi Strauss & Co. in the Nineties, while the current model was popularized by Japanese fashion label Comme des Garçons in 2004 with its first “Guerrilla” store in Berlin.

The Lion’esque Group, founded in 2009 by “retail futurist” Melissa Gonzalez, creates pop-up store experiences for brands and property owners. The company has produced more than 100 pop-up stores for retailers located in New York, Austin, Los Angeles, Puerto Rico and the Hamptons. Its clients include The Real Real, Penguin Random House, Madison Reed, Marc Jacobs and Carbon 38.

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