• New York, NY
  • Pop-up retail

After shaking it up at New York Fashion Week, STAUD now has shoppable showroom open for appointments in Soho.


The LA-based brand STAUD was founded upon the idea that fashion shouldn’t just empower women — it should be accessible, too. Known best for its cult handbags and retro women’s ready-to-wear, STAUD has fast become a firm favorite on the fashion week front rows and was seeking to transform the look and function of their NYC showroom space.


MG2 provided strategic guidance on best practices for pop-up retail and collaborated with the STAUD team in the determination of optimal stoppable showroom store layout that best provides for customer journey and experience with the brands product offerings, as well as helped establish positioning for qualitative and quantitative data collection to track the performance of the pop-up showroom test.


The Soho space not only serves as a showroom destination that is true to the brand’s aesthetic, but gives the brand a place to interact with their customer on an appointment basis.