{"id":9156,"date":"2020-09-18T13:50:00","date_gmt":"2020-09-18T13:50:00","guid":{"rendered":"https:\/\/blog.thestorefront.com\/?p=9156"},"modified":"2026-03-10T00:01:09","modified_gmt":"2026-03-10T00:01:09","slug":"how-this-creative-agency-launched-the-popsugar-at-kohls-pop-up-store","status":"publish","type":"post","link":"https:\/\/www.thestorefront.com\/mag\/how-this-creative-agency-launched-the-popsugar-at-kohls-pop-up-store\/","title":{"rendered":"How This Creative Agency Launched The Brilliant POPSUGAR At Kohl&#8217;s Pop-Up Store"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_73 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.thestorefront.com\/mag\/how-this-creative-agency-launched-the-popsugar-at-kohls-pop-up-store\/#How_did_this_pop-up_concept_come_about\" title=\"How did this pop-up concept come about?\">How did this pop-up concept come about?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.thestorefront.com\/mag\/how-this-creative-agency-launched-the-popsugar-at-kohls-pop-up-store\/#Talk_to_us_a_bit_more_about_bringing_this_campaign_to_life\" title=\"Talk to us a bit more about bringing this campaign to life.\">Talk to us a bit more about bringing this campaign to life.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.thestorefront.com\/mag\/how-this-creative-agency-launched-the-popsugar-at-kohls-pop-up-store\/#How_did_you_design_the_interiors\" title=\"How did you design the interiors?\">How did you design the interiors?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.thestorefront.com\/mag\/how-this-creative-agency-launched-the-popsugar-at-kohls-pop-up-store\/#Why_did_you_choose_this_SoHo_location\" title=\"Why did you choose this SoHo location?\">Why did you choose this SoHo location?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.thestorefront.com\/mag\/how-this-creative-agency-launched-the-popsugar-at-kohls-pop-up-store\/#What_do_you_believe_makes_a_great_pop-up_experience\" title=\"What do you believe makes a great pop-up experience?\">What do you believe makes a great pop-up experience?<\/a><\/li><\/ul><\/nav><\/div>\n<div id=\"bsf_rt_marker\"><\/div>\n<p><span style=\"font-weight: 400;\">To launch the POPSUGAR at Kohl\u2019s debut collection, Brooklyn-based agency <a href=\"https:\/\/thegathery.com\/\" class=\"ek-link\"><strong>The Gathery<\/strong><\/a> created an experiential pop-up store in SoHo in early September. Held at a<a aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.thestorefront.com\/search\/new-york\/soho\/retail\" target=\"_blank\" rel=\"noreferrer noopener\" class=\"ek-link\"> Storefront space in So<\/a><a href=\"https:\/\/www.thestorefront.com\/search\/new-york\/soho\/retail\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">H<\/a><a aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.thestorefront.com\/search\/new-york\/soho\/retail\" target=\"_blank\" rel=\"noreferrer noopener\" class=\"ek-link\">o<\/a>, the agency brought to life the Millennial-inspired collection and created a space that embodied the Everything Is Better With A Pop Of Sugar campaign with much success and buzz.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">To celebrate the space and learn more about The Gathery\u2019s approach, Storefront sat down with co-founder Nicky Balestrieri.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_did_this_pop-up_concept_come_about\"><\/span><b>How did this pop-up concept come about?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">POPSUGAR was asking for a blue sky assignment; to celebrate the launch of this new collection. This was our first-ever joint venture in the <a href=\"https:\/\/www.thestorefront.com\/project\/retail-space-for-rent\" class=\"ek-link\">retail space<\/a> with POPSUGAR and a big brand like Kohl\u2019s &#8211; we\u2019ve worked with POPSUGAR on other events for 6-7 years now.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">This activation specifically was about bringing the <\/span><i><span style=\"font-weight: 400;\">Everything Is Better With A Pop Of Sugar<\/span><\/i><span style=\"font-weight: 400;\"> campaign to life, and to contextualize the reason why POPSUGAR got behind this. The idea is that POPSUGAR and Kohl\u2019s share the value that uniqueness and individuality is what makes people special. <strong>We wanted to center this partnership around real women doing incredible things and highlight an eclectic group of women in real life.<\/strong><\/span><\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized wp-image-9158 size-large\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2022\/10\/agency.jpg\" alt=\"Pop sugar kohl pop up store Soho\" class=\"wp-image-9158\" style=\"width:624px;height:auto\"\/><figcaption class=\"wp-element-caption\">Photo: Ryan Kobane<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Talk_to_us_a_bit_more_about_bringing_this_campaign_to_life\"><\/span><b>Talk to us a bit more about bringing this campaign to life.<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">This is not a high-fashion collection for every day; the clothes are clothes you live, play and love in. With the collection\u2019s slogan <\/span><i><span style=\"font-weight: 400;\">Everything Is Better With A Pop Of Sugar,<\/span><\/i><span style=\"font-weight: 400;\">&nbsp;what we did was imagine a street scene and then brought [the collection] to life through a flat lay photo trend.<strong> [The space] had playful storefront type things, with an interactive candy shop, Kohl\u2019s Cash Wheel, and a section where you can put your own pop of sugar on to a gift bag.<\/strong><\/span><\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized wp-image-9159 size-large\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2022\/10\/agency-1.jpg\" alt=\"pop sugar's pop up in SOho\" class=\"wp-image-9159\" style=\"width:590px;height:auto\"\/><figcaption class=\"wp-element-caption\">Photo: Ryan Kobane<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_did_you_design_the_interiors\"><\/span><b>How did you design the interiors?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">We do all of the creative services and production in-house. The aesthetic treatment was based off of the POPSUGAR stripe. <strong>The hero item throughout the collection was the POPSUGAR striped t-shirt, and things like the piping and the racks of the clothing collection were all stripes brought into the third dimension.<\/strong>&nbsp;<\/span><span style=\"font-weight: 400;\">The painting application was a big part of transforming the space.&nbsp;<\/span><\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized wp-image-9160 size-large\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2022\/10\/agency-2.jpg\" alt=\"Pop sugar teamed up with kohl for thsi pop up\" class=\"wp-image-9160\" style=\"width:602px;height:auto\"\/><figcaption class=\"wp-element-caption\">Photo: Ryan Kobane<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_did_you_choose_this_SoHo_location\"><\/span><strong>Why did you choose this SoHo location? <\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">The venue was chosen for its location first and foremost, it\u2019s in a high-traffic retail area. What I liked about the space itself is that you kind of feel like you\u2019re walking around a street corner even though you\u2019re indoors. The L shape of the space was super helpful in creating that atmosphere too.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_do_you_believe_makes_a_great_pop-up_experience\"><\/span><b>What do you believe makes a great pop-up experience?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized wp-image-9162 size-large\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2022\/10\/agency-3.jpg\" alt=\"Succesful pop up shop in SoHo\" class=\"wp-image-9162\" style=\"width:476px;height:auto\"\/><figcaption class=\"wp-element-caption\">Photo: Ryan Kobane<\/figcaption><\/figure>\n\n\n\n<p><span style=\"font-weight: 400;\">At the core of experiential is the experience itself. Smart, intelligent, interactive and photogenic design is the most important thing. <strong>For pop-up stores, the number one amplification device is the visitors themselves and you engage them through shareable design and experiences.&nbsp;That takes a lot of creativity.<\/strong><\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Promotion is of course the wrapper around the core of the experience, and POPSUGAR and Kohl\u2019s as brands, know what they\u2019re doing in terms of that. As an agency, we get to be really hyper-creative and step out of the box; <strong>the most innovative experiences are when brands try and do more than just a store.<\/strong> For example, POPSUGAR could\u2019ve just chosen to simply paint the pop-up space, but we chose to concept a whole street scene, turning it into a cultural destination. <\/span><\/p>\n\n\n\n<p><b>There was a private launch event before the store opened up to the public. Can you tell us about how that helped to drive even more traffic and buzz?<\/b><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">We hosted the private event a few days before it opened to the public. Lisa Sugar and the marketing executives from Kohl\u2019s introduced the collection to editors and influencers, and there was an opening cocktail hour.<\/span><\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized wp-image-9163 size-large\"><img decoding=\"async\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2022\/10\/agency-4.jpg\" alt=\"Kohl pop up event launch soHo\" class=\"wp-image-9163\" style=\"width:690px;height:auto\"\/><figcaption class=\"wp-element-caption\">Photo: Ryan Kobane<\/figcaption><\/figure>\n\n\n\n<p><span style=\"font-weight: 400;\">Attendees got 20% off the collection plus free shipping as an incentive. Another incentive was giving out Kohl\u2019s Cash, the brand\u2019s signature loyalty and rewards program (open to the public as well). &nbsp;We also invited celebrities like Rachel Bilson, Lucy Hale and blogger Danielle Bernstein.<\/span><\/p>\n\n\n\n<p>Browse for spaces on <a href=\"http:\/\/www.thestorefront.com\" class=\"ek-link\"><strong>Storefront<\/strong><\/a> today or check out our <a href=\"https:\/\/www.thestorefront.com\/search\/new-york\/retail\" class=\"ek-link\"><strong>pop-up spaces in New York<\/strong><\/a>.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.thestorefront.com\/go\/pop-up-guide-download\/\" target=\"_blank\" rel=\"noreferrer noopener\">Further reading:&nbsp;<\/a><strong><a href=\"https:\/\/www.thestorefront.com\/mag\/how-to-open-pop-up-store-storefront\/\" target=\"_blank\" rel=\"noreferrer noopener\">How to open a pop-up store guide<\/a><\/strong><\/p>\n\n\n\n<p>Or if you&#8217;re looking at New York in particular, check out: <strong><a href=\"https:\/\/www.thestorefront.com\/mag\/pop-up-shop-paris-how-to-start-complete-guide\/\" class=\"ek-link\"><\/a><strong><a href=\"https:\/\/www.thestorefront.com\/mag\/pop-up-shop-new-york-guide\/\" class=\"ek-link\">How to Start a Pop-Up Shop in New York: The Complete Guide<\/a><\/strong><\/strong><br><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Creative agency The Gathery brought the POPSUGAR at Kohl\u2019s debut collection to life with an immersive pop-up in Soho. <\/p>\n","protected":false},"author":67,"featured_media":9157,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"qubely_global_settings":"","qubely_interactions":"","content-type":"","inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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Moore","author_link":"https:\/\/www.thestorefront.com\/mag\/author\/nmoore\/"},"qubely_comment":0,"qubely_category":"<a href=\"https:\/\/www.thestorefront.com\/mag\/category\/success-stories\/\" rel=\"category tag\">Success Stories<\/a> <a href=\"https:\/\/www.thestorefront.com\/mag\/category\/success-stories-usa\/\" rel=\"category tag\">Success Stories USA<\/a>","qubely_excerpt":"Creative agency The Gathery brought the POPSUGAR at Kohl\u2019s debut collection to life with an immersive pop-up in Soho.","_links":{"self":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/9156","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/users\/67"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/comments?post=9156"}],"version-history":[{"count":0,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/9156\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media\/9157"}],"wp:attachment":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media?parent=9156"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/categories?post=9156"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/tags?post=9156"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}