• New York City, NY
  • Pop-up retail

To help the brand build a solid, successful foundation for its long-term brick-and-mortar strategy, Madison Reed partnered with MG2 / The Lionesque Group to launch its first pop-up store in New York City.

With a six-month lease, the goals of the project were multi-faceted and included everything from introducing the Madison Reed brand to NYC and building awareness, to testing the viability of brick-and-mortar in order to acquire new customers and increase revenues of both one-time purchases and subscriptions. 

As a full-service partner, The Lionesque Group team provided a complete turn-key experience. Beginning by securing a retail space in Flatiron—a neighborhood with a high density of the brand’s target demographic—the team worked together with Madison Reed to conceptualize, design, source, budget, and bring to life the aesthetic and store flow for the first-ever Color Bar in just five weeks time.

Following a wildly successful launch—during which bookings increased daily—Madison Reed went on to open up a permanent location in Flatiron, with the design/build assistance of MG2 / The Lionesque Group, just a few months later, in addition to being named “Best in Beauty 2017” by NY Magazine.