Creative Direction

Client: Lulus

The Melrose Pop Up Shop

Lulus tasked me with designing and producing their first ever retail pop-up shop in Los Angeles. We fully transformed a 16,000 sq. ft. blank commercial space on Melrose Ave into a warm and inviting retail store that emulated the Lulus brand and drove traffic in store through unique shopping opportunities, social events and photo worthy moments. This pop up also served as the launch of the new bridal concierge division on and we created a dreamy “shop within the shop” for custom bridal party appointments. Along with the design and production of the space, my team also worked closely to co-plan marketing initiatives and strategy around the launch of the shop in the months leading up to it. We opened the store with a buzzy launch party and private shopping experience for the brand’s top customers and influencers the evening before the store opened and then awoke to lines around the block daily for the duration of the pop-up.