The Pop-Up Queen: 5 Questions with Melissa Gonzalez on Making Retail Pop

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Posted by Sheila Shayon

The concept of brick-and-mortar stores continues to evolve, and immersive pop-up stores are one avenue for brands to develop deeper connections with customers.

Even Apple, the epitome of a brand with strong real-world presence, is building pop-up boutiques in luxury stores in Paris and London in anticipation of Monday’s Apple Watch reveal.

The trick is how brands can make pop-ups, which are temporary by nature, work. So we asked Melissa Gonzalez, who left a career on Wall Street to follow her passion and become a brand activation and pop-up architect, to share her insights.

The author of The Pop-Up Paradigm and founder ofThe Lion’esque Group in New York has produced more than 80 pop-up retail experiences in New York City and the Hamptons, and further afield in Los Angeles and at South by Southwest in Austin, Texas, since 2009.

“The key to having customers really connect and the way to build relationships for customer loyalty is authenticity, then curation—like having a BFF who does both. Now that’s value-add,” she explains.

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