The Lion'esque Group

We are brand activation and pop-up architects.


Fall 2009

KTCollection at RS POP Shop

RSPOP at the Roger Smith Hotel

We partnered with the Roger Smith Hotel to convert a once underutilized storefront into a revolving pop-up space. Ever since, brands looking to pop-up in NYC have experienced what Time Out NY deemed "our favorite revolving storefront" in 2011, including Simon Carter London, Susan Suh, KTCollection and MacKenzieChilds.

Summer 2010


West Coast Pop Up in Beverly Hills

We curated our first West Coast pop-up experience by partnering George Michael Long Hair, Johnnie-O, Heather Belle, Tieks by Gavrieli and Katini Bikini. A portion of all designer sales went to support My Friend's Place, a non-profit organization that assists homeless youth to build self-sufficient lives.

Summer 2011

ID Pop-Up Shop at Chelsea Market

ID Pop Shop at Chelsea Market

The founders of ID Pop Shop at Chelsea Market engaged us to develop and execute the marketing and media outreach for an experimental pop-up experience that is now a permanent store. Today, ID POP's success can be attributed to a robust social media presence and media coverage that include Time Out NY, RackedNY, CBS Best of NY, to name a few.

Spring 2012

Johnny O Pop-Up Shop

RSPOP[+] at the Roger Smith Hotel

Due to the success of RSPOP, a second revolving storefront called RSPOP[+] opened, to offer the opportunity for brands to test and market a midtown New York location. We work with art, beauty and fashion brands including Guam Beauty Mud, NFP Studio, K-Kane Jewelry, and Johnnie-O.

Summer 2012

Prince Pop-Up Shop

The Corner at the Roger Smith Hotel

With continued success and momentum, we worked with the Roger Smith Hotel to re-brand another underutilized space into a third revolving storefront called The Corner. Artisan Bazaar immediately took residence and the pop-up experiences since have included Prince Tennis & Apparel, A Touch of Spain with Bein Fashion, Ariana Rockefeller and more.

Summer 2013

Pop-Up Shop Thought Leaders: Melissa Gonzalez

Melissa Gonzalez Joins Advisory Board co-founders Erik Eliason and Tristan Pollock tapped our founder, Melissa Gonzalez, to join the advisory board. As an innovative online marketplace that matches businesses with landlords seeking to fill short term retail vacancies, we collaborate to enter new markets, as well as to consult with new clients.

Fall 2013

JHilburn Storefront

J.Hilburn Opens Its First Retail Location in Soho, NY

J.Hilburn, one of the fastest growing luxury menswear brands, sought us out when the online company chose New York City to unveil their first ever retail location. We collaborated with J.Hilburn to create the company's first branded store experience, which captured coverage from WWD, Time Out NY, RackedNY, Esquire and Menswear Dog.

Winter 2014

JHilburn Storefront

Launch NYC

Lionesque Group joins forces with Manufacture New York to produce Launch NYC. Transforming 5,000 square feet into a state-of-the art runway with luxurious retail and showroom space in New York's Flatiron District, this ground-breaking initiative is changing the game for independent designers during the bi-annual New York Fashion Week.

Winter 2014

MarcJacobs Daisy Tweet Shop

The Daisy Marc Jacobs Tweet Shop

For Fall-Winter Fashion Week 2014, Mash+Studio & Native LDN tapped us for the first beauty-industry pop-up shop that only accepted social posts as currency. Over its three-day run, the Tweet Shop garnered thousands of social posts, created 40+ million impressions, and was covered by dozens of top-tier media publications, including Elle, Vogue, TIME Magazine and Mashable.

Spring 2014

The Refinery Hotel

Refinery Hotel Partnership

The Lionesque Group partners with the Refinery Hotel, located in the Fashion District and a block away from Bryant Park. The entrance loading dock has been transformed into The Hatbox, a raw, industrial gallery space that will serve as a blank canvas for curated art, fashion, and cultural programming, centered in the heart of New York’s creative hub.

We're with you for the entire lifecycle of your pop-up experience.

Brand Conception

We work with you to develop the goals and a vision for your branded pop-up retail experience.

Pop-Up Activation

Once your concept is established, we oversee project management to ensure effective execution.

Social Strategy

We develop and execute strategies that result in the most effective amplification of your brands reach.

Tactical Partnerships

We leverage our relationships to secure partnerships and sponsors for your pop-up retail experience.

About Us

We have produced over 60 pop-up retail experiences in New York City, Los Angeles and the Hamptons.

The Lion'esque Group was founded in 2009 by pop-up pioneer Melissa Gonzalez, who is also a co-founder of The Market, a series of revolving storefronts in midtown Manhattan.

Melissa is also on the advisory board of, giving us advantageous access to available, vacant, short-term commercial spaces and cutting edge retail technologies.

Melissa Gonzalez
CBS New York NBC Connecticut TimeOut New York WWD Racked New York Magazine

Contact Us

Ready to Pop? We look forward to hearing from you!

The Lion'esque Group
116 West 23rd Street, Suite 500
New York, NY

 (347) 321-6800