Storefront provides unique opportunity to book premium retail space in the “Colette of New York City”

Book your next pop-up space in the most coveted retail location of 2017 in New York City. Combining glamour, heavy foot traffic, high visibility and an enriching retail environment all in one place, the so-called “Colette of NYC” will open its doors in Soho next year.

Situated amongst the finest brands (Céline, The Mercer Hotel, Oliver Peoples, Ladurée), it provides a 10,000-square-foot space hybrid concept store which promises to be the most fashionable marriage between traditional retail and a pop-up store to date.

On the (high) heels of über-successful multi-disciplinary collectives like Opening Ceremony, Maison Kitsuné, and Colette, Storefront‘s newest pop-up store opportunity takes the multi-brand marketplace concept to the next level with unprecedentedly high visibility and foot traffic on West Broadway, one of the busiest and most pristine shopping streets in SoHo.


The lush, incredibly well-designed store boasts a restaurant, bar, runway, 32 “galleries” of 100 sq ft each, and 32 carts, crates and trunks of approximately 49 sq ft each for curating online brands. Booths are available for short-term rental ranging from 3 to 12 months. Every tenant will receive merchandising support and retail analytics technology to help them track the development of their businesses. None of the participating brands have yet to be released, however, given the first-class interior decor and elevation from being in Soho’s most coveted venue, the competition will be fierce. Contact us if you’d like to apply for one of the galleries.

In addition to the immense visual merchandising opportunity and support onsite, the venue is noticeably dedicated to maintaining to a balanced brand mix within the store and booking in established e-commerce brands with online followings. They are on the hunt for fashion, jewelry, beauty and home retailers that complement one another, not that compete with one another – making it a perfect location to pop-up.

“The brands here have a following online. People will come specifically to feel and touch the merchandise. They want something more lasting than a pop-up shop. We thought it would be interesting to create something between a [traditional store] and a new shopping experience. The brands have a physical presence, but don’t have to go through the hassle of renting a place and signing a lease. This venue offers a new framework where brands can animate their own shop displays wihin a unified design-driven environment.”

Booth design

Straight out of a Pinterest dream, shoppers are invited to enjoy popular in-house restaurant Jack’s Wife Freda, special programming, and the well-designed bar and lounge areas along their journey of trying on the merchandise. It is a loft-like space with columns and modular fixtures and furniture that can easily be moved. There’s lots of natural wood. For example, wood planks are used as steps to the runway bar. Near the Broadway entrance, about 32 flexible carts, crates and trunks will display products. The area can be cleared and used for event space. Merchandising opportunities abound with hanging shelving for shoes and hats and jackets hang from hooks. The space will be a visual merchandising tour de force. And, as if the aesthetics aren’t enough, the venue is a full-service turnkey retail solution and provides brands with the following:

Store layout


  • Fixtures by famous interior designer
  • Access to in-house visual merchandising team to develop brand’s shop design
  • Storage for inventory available


  • Educational programming, community, and networking events for brands
  • Bio-sponsored programming for consumers and brands
  • Co-marketing and Co-PR by Purple


  • Traffic Heat Map
  • Flow Visit Duration
  • Spend patterns
  • Cross-Shopping


  • Logistical partners; POS
  • On-demand customer service
  • Security / Loss Prevention
  • Maintenance / Utilities D
  • educated brand shopkeepers
  • Flexible, open space for easy and discernable merchandising

Interested in launching your pop-up in Soho?

Contact us at or give us a call at +1 646 851 2642.


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