• New York, NY
  • Pop-up retail

Cheese met candy with a synergistic pop-up experience with Jarlsberg at Sockerbit NYC.


While they already have great visibility in national supermarkets throughout the US, Jarlsberg Cheese wanted to find a way to connect directly with their audience and did just that with their first ever pop-up experience in the West Village. Partnering with beloved Swedish candy store, Sockerbit NYC, Jarlsberg built out half of the store with a Norwegian-inspired setting complete with an oversized cheese wheel spotlight and tire swing, a custom cutting station and infographic wall, and tasting table moments, giving many fun photo and educational opportunities.


Norseland, Jarlsberg’s parent company, hired MG2 as their full-service partner to bring to life the Norwegian experience by designing an overall concept and flow with 3D renderings, as well as production sourcing, and build-out management.


Both Jarlsberg and Sockerbit NYC saw great success from partnering for the 2-week pop-up experience. Jarlsberg saw a level of organic reach they never had before as well as a large increase to traffic to their website while Sockerbit NYC saw their in-store cart size increase significantly. Along with the general buzz, the pop-up was covered by many media outlets including Hype MagazineDigiday, and a feature on WPIX.