In early February 2016, the Parasol Projects location on Elizabeth Street hosted a joint pop-up shop featuring two New York-based companies: lifestyle brand Young & Able and womenswear line Vincetta. Pop-up shops offer myriad benefits to young and/or online businesses, including diversification of the revenue stream, making face-to-face connections with customers, and best of all, allowing for inexpensive experimentation with brick-and-mortar storefronts.

    For this shop, pop-up agency Creative CNTRL wanted to align two brands for greater creative and financial flexibility, plus the cross-promotion that occurred helped to support both businesses. Each brand rented by the wall and took turns running a store “takeover” consisting of one activation per week (Vincetta hosted a Mimosas and Meet with the designers during the final weekend, while Y&A featured floral arrangement demos by Aurora Botantica on the pop-up’s first). Creative CNTRL supported store operations such as staffing and compiling store reports so the brands could focus more on nurturing their customer relationships.