DOSSIER FIRST EVER POP UP

Client: Dossier
Location: New York City
Role: Creative Director & Lead Experiential Producer for Pop Up Agency

To mark Dossier’s debut as a physical retail presence, I produced the brand’s first-ever IRL storefront pop-up in SoHo. The objective was to translate a digital-native fragrance brand into a tangible, in-person experience while supporting the launch of a new product.

The project consisted of a four-day immersive pop-up activation designed to function as both a retail environment and a brand storytelling space. The experience emphasized sensorial engagement, discovery, and time spent within the space, encouraging guests to explore the product beyond traditional sampling.

Inspired by the French countryside, the environment blended soft materials, floral elements, and warm tones to support the launch of Neroli Romance. Guests interacted with an immersive scent wall, participated in a rose-petal voting moment, and customized purchases through bottle engraving, embroidery, and live canvas painting.

Additional hospitality elements—including croissants, infused water, and Provence-inspired touchpoints—were integrated to enhance dwell time and encourage organic content capture. A signature floral photo moment became a primary driver of guest flow and visibility, with lines extending outside the space throughout the activation.

This pop-up informed the design and strategy for Dossier’s first permanent retail location.

Impact:
•4-day activation in SoHo
• 3,000+ guests
• High-performing retail activation
• Strong in-store conversion and dwell time
• Organic social visibility and UGC