Pop-up specialists The Lion’esque Group and architecture firm MG2 have merged to create an end-to-end business that includes experiential design, operational strategy and architectural services.
The deal, which was finalized on Jan. 2, 2020, demonstrates the explosive growth of experiential retail as well as the staying power of pop-ups in the broader retail market. The Lion’esque Group will continue to work on retail strategy and store rollouts, helping established brands like Nordstrom and disruptive direct-to-consumer (DTC) companies like Purple transform their customer experiences. However, the merger will also allow the company to serve retailers more broadly as their needs and goals evolve, according to Melissa Gonzalez, CEO of Lion’esque Group.
“For most of our DTC clients, pop-up shops serve the purpose of prototyping, A/B testing and as studies for the viability of longer-term tenancies,” Gonzalez told Retail TouchPoints. “With our new partnership, we will be able to serve our clients from their first pop-up to permanent store rollouts nationwide, leaning into a depth and breadth of expertise on the full spectrum of store design, including ideation, strategy, design and build.”
MJ Munsell, Chief Creative Officer of MG2, explained that with this partnership, she hopes that it will bring a “curious attitude to our clients.” With a larger team of retail strategists, they are now equipped to bring a “collaborative, cross-market approach to problem-solving,” she said. As the rules of physical retail continue to change, the joint companies are focused on “serving our clients in a more holistic way,” Munsell added. “Together, we our expanding our resources and diversifying expertise on all aspects of store design.”