THE LION’ESQUE GROUP · 2019-10-08 · THE LION’ESQUE GROUP Retail Strategists and Pop-Up Architects™ WHO WE ARE Founded in 2009, we are an award-winning agency of retail strategists

Experiential Retail Strategists & Pop-Up Architects™

THE LION’ESQUE GROUP

For Client Use Only

THE LION’ESQUE GROUP Retail Strategists and Pop-Up Architects™

WHO WE ARE

Founded in 2009, we are an award-winning agency of retail strategists and pop-up architectsTM who have designed and produced over 150 brick & mortar stores and physical experiences in major cities across the United States.

Over the past two years, 30 percent of our retail clients have transitioned from pop-up to permanent stores.

Goals Assessment & Overall Ideation

Operational Strategy & Technology Integration

Planning

Site Evaluation & Selection

Build-Out OversightSchematic DesignPerformance

EvaluationSourcing &

Production Planning

Additional Store Roll Outs (Pop-Up or

Permanent)


OUR FOOTPRINT

San Francisco, CA

Los Angeles, CA

San Diego, CA

Las Vegas, NV

Salt Lake City, Utah

Denver, CO

Austin, TX

Dallas, TX

Lake Charles, LA

Chicago, IL

Columbus, OH

Richmond, VA

Baltimore, MD

New York, NY

The Hamptons, NY

Boston, MA

Hawaii

Puerto Rico

Seattle, WA


OUR CLIENTS

THE LION’ESQUE GROUP Retail Strategists and Pop-Up Architects™Retail Strategists and Pop-Up Architects™

OUR SUITE OF SERVICES

STRATEGY

We help our clients rethink physical retail experiences. Whether you are opening your fi rst brick-and-mortar location, revamping your existing locations or expanding your store footprint we work side by side your team to identify key markets, create or evaluate concepts and outline a path to an actionable strategy. Beginning with an immersive dive into your goals, we draw upon our on-going expertise and insights and truly become your ideation partners.

+ Goal Assessment

+ Location Evaluation

+ Top Line Review of Existing Ideas

+ Store Format and Story

+Technology Integration

+ Defi ne Target KPI’s

+A/B Testing Strategy

PRODUCTION

Our project management off ering will allow your company to focus on your brand while we ensure the best execution. We will secure and manage all vendor relationships, create and manage production timelines and run of show as well as lay the foundation for your operational plan.

+ Location Scouting &

Procurement

+ Operational Guidance

+ Insurance & Permit Advice

+ Vendor Management

+ Staffi ng Strategy

+ Technology Implementation

+ Sourcing and Build-Out

+ Data Analytics and Analysis

DESIGN

We approach all projects from a storytelling point of view. We begin with a deep dive into the brand’s value proposition, style guide, goals of the activation and target customer persona. We work with you to create immersive environments that not only drive sales, but capture mind share with your target audience.

+ Creative Conceptualization

+ Moodboards

+ 2D Store Layout

+ Design to Budget

+ 3D Design Renderings

+ Edit & Elevate Current Design

+ Merchandising Strategy



OUR RESULTS

200%Increase in brand awareness

Women’s footwear brand4 Month Pop-Up

1 in 4Pop-Ups expanded to long-term brick-and-mortar

2016-2017

300%Increase in e-commerce traffic

International foods and goods marketplace

85%Of in-store visitors converted into sales

Luxury active apparel company2 Month Pop-Up

500+ millionSocial media impressions gained and product sales grew over the following two quarters

Worldwide Top Selling Fragrance Brand

20%Of newly acquired pop-up customers have since purchased online

Luxury Accessories


OUR FOUNDER

Melissa GonzalezCEO of The Lionesque Group and Founder of Field-TestAuthor of The Pop Up Paradigm:How Brands Can Build Human Connections in a Digital Age.Chief Pop-Up Architect of 22 City Link, a Smart-City developmentIBM Futurist & Regular Contributor to ABC Radio #RetailwithMelissa

Melissa is a regular contributor to ABC LA radio with her segment #RetailWithMelissa as well as a go-to retail expert on Cheddar TV. In 2018, she was named one of Design:Retail’s Top 10 Retail Design Infl uencers of the Year.

In 2017 she and her team launched an innovative retail format irl (In Real Life) in collaboration with GGP, now Brookfi eld Properties, bridging online retail and brick-and-mortar locations and in 2016 she was tapped to be the Chief Retail Pop-Up Architect for Virginia’s fi rst Smart City.

In 2018, her teams work was named one of Design:Retail’s Best Store Designs of the year and was selected as a Glossy Award’s fi nalist for Best New Pop-Up Store Concept for IRL at home. In 2016 she was named one of Design:Retail’s 40 under 40. In 2015 she was awarded Innovator of the Year for pop-up retail experiences by Retail Touchpoints. And, in 2014, her work was honored with the CLIO Image Award for experiential engagement, and was a fi nalist for the New York Design Award for marketing and branded experiences. She has also been awarded the Wall Street Journal’s Donor of the Day, one of the top 20 Most Inspiring People in New York City.



CASE STUDY: Marc Jacobs

PROJECT DESCRIPTION

For Fall-Winter Fashion Week 2014, Cult LDN tapped The Lionesque Group as the design, production and event planning agency for the fi rstever social currency store in the beauty-industry.

Objectives were:

• Customer Appreciation

• Increase Brand Awareness

• Connect Brand with Infl uencers

DELIVERABLES

From securing location to creating the store design and aesthetic and translating it into 3-D renderings, TLG was hands-on for the entire pop-up experience.

We also secured strategic partners and vendors such as DJ Jilly Hendrix, Blue Stone Lane Coff ee and FotoFwd.

RESULTS

Over its three-day run, the Tweet Shop garnered thousands of social posts. The pop-up created 500+ million earned media impressions, and was covered by dozens of top-tier media publications, including Elle, Vogue, TIME Magazine and Mashable.

Twitter Reach: 14.6 MillionInstagram Reach: 22.6 Million

Photos Hashtagged: 4,334 10,000+ visitorsCLIO Awards: Fashion 2.0 Best Use of Twitter Award


CASE STUDY: Sally Hansen

PROJECT DESCRIPTION

The Fall 2015 ManiMatch Pop-up was launched to promote brand awareness for Sally Hansen and education for their ManiMatch app that lets you virtually paint on nail polish. Using augmentedreality technology, the app allows you to digitally test drive over 200 diff erent Sally Hansen shades!

Objectives were:

• Introduce the ManiMatch app

• Drive social interaction

• Increase brand awareness

DELIVERABLES

TLG was tapped by Sally Hansen’s digital agency, Cult

LDN, to be the partner production agency for the fi rst

ever personalized pop-up nail bar. We partnered to

source the location, design 3-D renderings, oversee

production build and source store staff .

RESULTS

With constant foot traffi c and buzz throughoutthe 3 days, the pop-up drew notable press including articles “Genius App” by Teen Vogueand “Best Way to Shop” by Mashable, with thousands getting acquainted with the app and it’s innovative technology.

50,000 downloads

2,500+ visitors in 3 day duration

19 million social media impressions

THE LION’ESQUE GROUP Retail Strategists and Pop-Up Architects™THE LION’ESQUE GROUP Retail Strategists and Pop-Up Architects™

CASE STUDY: Madison Reed

DELIVERABLES

TLG provided a complete turn-key experience by:

• Securing a retail space in Flatiron, where there is a high

density of Madison Reed’s target demographic

• Working side by side the team to concept and design the

aesthetic and store fl ow on the fi rst-ever Color Bar

• Overseeing all sourcing, budgets and

production from demolition to renovation to doors open

PROJECT DESCRIPTION

Madison Reed hired The Lionesque Group to help

them embark on their long term brick and mortar

strategy by launching their fi rst 6 month pop-up

store in New York City.

Objectives were:

• Introduce Madison Reed to N.Y.C.

• Test the viability of brick and mortar

• Build Brand Awareness

• Acquire New Customers

• Increase Revenues (both one time purchases

and subscriptions)

RESULTS

From lease signing to launch, Madison Reed opened doors in just 5 weeks on December 12th due to hands-on and diligent oversight. In their fi rst months

they have garnered media coverage from Forbes and

CNBC; and have increased bookings on a daily basis. After a successful test, we helped them open a permanent location in Flatiron just a few months

later.

Named Best in Beauty 2017

by NY Magazine


CASE STUDY: Brandless

PROJECT DESCRIPTION

As a way to interact with customers in a physical

space, Brandless hired The Lionesque Group as

their partner agency to launch a two week, event

driven pop-up in West Hollywood, CA.

Objectives were:

• Increase brand awareness

• Amplify the conversation around #Brandlesslife

• Acquire new customers

DELIVERABLES

TLG guided in location selection and designed the layout and experiential elements that translated the true value proposition of Brandless “live more, brand less.” TLG also managed sourcing, custom fi xtureproduction, and oversight of project and operational

logistics of the pop-up.

Deliverables included:

• Ideation and Design

• All production sourcing

• Build-out management

• Technology integration

RESULTS

The fully “Instagrammable” space allowed guests to immerse themselves into the #Brandlesslife. Over the duration of the pop-up, Brandless garnered media coverage from major outlets including Good Morning LA, Well+Good, Adweek, WWD, among many others.

1.9 Million

Social Media Impressions


CASE STUDY: Amazon Video

DELIVERABLES

Tool of North America hired The Lionesque Group as their full service partner to design and render, as well as source and manage, the production of the immersive environment for the pop-up with a2zrestaurant as the operational partner.

Deliverables included:

• Ideation and design

• All production sourcing

• Build-out management

PROJECT DESCRIPTION

For In honor of the second season of the Prime Original show The Marvelous Mrs Maisel, the iconic Carnegie Deli was brought back to life througha pop-up deli experience in Lower Manhattan, transporting visitors back to 1950’s New York City as depicted in the show.

Objectives were:

• Increase viewership

• Drive social interaction

• Press impressions

RESULTS

The pop-up deli experience was an extraordinary success, the deli had a waitlist of 8000 and garnered 280 pieces of press coverage including Buzzfeed, Vogue, Today Show, Forbes, Eater, USA Today and 10 broadcast segments, with a social media reach of 45 million.

11,000 ServedSocial media reach of 45M


CASE STUDY: J.Hilburn

PROJECT DESCRIPTION

Dallas based online men’s clothier, J.Hilburn, hired TLG to conceptualize and oversee the execution of their fi rst NYC Pop-Up in Soho, which was named a 2014 NY Design Award fi nalist for MarketingBranded Experience. The following year TLG activated and relocated their 2nd Pop-Up Experience to Midtown, tripling both sales and traffi c.

Key Objectives were:• A/B test Soho vs Midtown area to target core consumer• Increase social media strategy• Build additional strategic partnerships• Acquire new customers and re-target current

DELIVERABLES

TLG worked with the J.Hilburn team to secure the ideal location and create an environment wherebycustomers, new and existing, could literally walk into the story of the brand. A Shirt That FitsTM translated from the outside in at our partnership space the Hatbox at the Refi nery Hotel. We worked with the team to secure stra-tegic partners and produce an interactive calendar of events including signature whiskey tastings and denim nights.

RESULTS

Foot traffi c and sales conversions tripled from the year prior in the Soho location. Pop-up partners included: Uber, J Brand Jeans, AG Jeans, DL 1961 PremiumDenim, Blind Barber, Paul Evans Footwear, Balblair Whiskey, Balvenie Whiskey, Kings County Whiskey, Tap 357 and Perrier. The activation garnered top tier business and fashion press including Market Makers on Bloomberg TV, Fox Business and Men’s Fitness.

+ 36% Average cart size

+ 3X Foot traffi c

+ 80% Increase in Partner Events

+ 50% Social Media Engagement


CASE STUDY: IRL (in real life)

DELIVERABLES

TLG fully developed the program and space from the

ground up including creating all branded aspects of

the store, curation of brands, development of monthly

membership program, design and production of the space,

operational management, and on-going marketing &

in-store event strategies.

PROJECT DESCRIPTION

TLG partnered with GGP to create a place where

digital native brands could test physical retail in a

complete turnkey solution, including RFID “Wishlist”

key with analytic tracking, while educating

customers about their brand story and unique

product off erings.

Objectives were:

• Test the Brand for Potential Long-Term

• Test RFID-Enabled Shopping “Wishlist” Key

•Off er an Interactive In-Store Experience

and subscriptions)

RESULTS

A total of 15 e-commerce brands were showcased in the fi rst chapter of IRL, with 80% viable for long-term tenancy. The innovative concept drew attention from

local and national media including articles in Chicago

Tribune, Glossy, WWD, Design:Retail, among others.

The concept store garnered 4,156 shares and over

11M impressions.

295% higher AOV and 5% increased conversions

Winner ‘Store Design of the Year’

Nominee ‘Best New Store Concept’


BEYOND THE FIRST: Continued Pop-Up Success

TheRealReal

Key Stats:• The average order value in store is six times that of online orders

• Since the San Francisco pop-up wrapped, The RealReal has seen a 500% yy increase in the number of online buyers from the area

Top Quotes:“Once somebody walks in and gets sucked into the cool features and values of the brand, they become loyalists.”

“These shops help to build awareness in new markets that lives on when the pop-up is gone.”

Madison Reed

Key Stats:• Raised $25 million to open Color Bars across US after successful pop-up

• 33% of shoppers buy additional products in the store and another 7% to make an additional purchase online

Top Quote:“We had a pop-up in New York for four months earlier this year that we created as a kind of experiment, and it was great. So we opened another color bar in San Francisco in June and beginning in September, we’re opening 25 more, all over the place.”

M.Gemi

Key Stats:• Since the store opened its conversion rate has been around 30% and the brand is already seeing a number of repeat clients.

• Experienced 30% less returns• Website traffi c increased 15% and cart size 50%

Top Quotes:“We have a great marriage between our online business and our brick and mortar, customers get a wonderful experience.”

“First and foremost, the biggest benefi t [from opening stores] is that we can access data about customers from the online to offl ine experience.”


TLG AWARDS

2018Glossy

Best Pop-UP / NewConcept Store Finalist

for designing and developing IRL

2018Design:Retail

Best Store Design of the Year, IRL

2018Design:Retail

Top 10 Retail Design

Infl uencers of the Year

2014Clio Awards

Clio Image Awardfor experientialengagement

2014NY Design Awards

Branding Finalistfor marketing andbrand experiences

2015Retail TouchPoints

Retail Innovator Awardfor work for store

environments

2017Design:Retail 40 Under 40

for work transforming retail environments

2019The One Show

Experiential Design andIndoor Spaces - Finalist

2018LinkedIn

Top 10 must-know

retail writers


TLG IN THE PRESS

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Seamus Deegan | St. Director of Marketing, Lifestyle, PUMA North America

“We are excited to be back at The Refi nery Hotel’s Hatbox space for our two-day pop up powered by Packer Shoes celebrating the PUMA x BAPE collaboration launch. The unique and centrally located space is the perfect venue to bring this hugely anticipated collection to life! Working with the team at Lionesque to make this happen was super smooth, always nice to work with partners who understand our needs!”

REFERENCE LIST

Veeral Rathod | CEO, J.Hilburn

“This fall we chose to open a pop-up in New York to test the market and to build brand awareness; working with Melissa and her team ensured that we achieved both goals as we acquired new customers andconverted higher sales with our existing customer base.”

Veeral Rathod CEO, J.Hilburn

“This fall we chose to open a pop-up in New York to test the

Cat Turner | Founder, CULT LDN

“We had the great fortune of working with Melissa and her team on both the Marc Jacobs Tweet Shop and the Sally Hansen #ManiMatch Pop Up Nail Bar. Lionesque’s professionalism,experience and attention to detail ensured that both were a roaring success!”

Ariana Rockefeller | Designer, Ariana Rockefeller

“As a new designer, it was instrumental having Lionesque Group to guide us through pop-up preparations,” says Ariana Rockefeller. “From shop design to strategic partners like Songza, Melissa is hands-on with ensuring the brand’s voice and aesthetic leaves a lasting impact toboth new and current customers.”


LET’S TALK RETAIL

[email protected]

347-321-6800

Documents

THE LION’ESQUE GROUP · 2019-10-08 · THE LION’ESQUE GROUP Retail Strategists and Pop-Up Architects™ WHO WE ARE Founded in 2009, we are an award-winning agency of retail strategists