2014 New York Design Awards

A Fortnight in Soho [DRAFT]

Photo Credit : Champion Hamilton



Project Overview

Dallas based mens clothing company J.Hilburn hired the Lionesque Group to conceptualize and oversee the execution of their first New York City brick-and-mortar store.

Objectives were to:
-Test the New York market
-Increase brand awareness
-Acquire new customers
-Showcase their full offering to existing customers
-Build out their NY personal stylist network

Project Commissioner


Project Creator

The Lionesque Group


The Lionesque Group has produced over 70 pop-up retail experiences in New York City, Los Angeles and the Hamptons.

Beginning with the vision of the branded experience, the Lionesque Group guides clients throughout the entire lifecycle of the "pop-up experience." The advisory continues with project management from pre-planning to store opening, and concludes with the merging of Lionesque Group's knowledge of social media strategy with the company's deep Rolodex of partners and sponsors. The team is with their client every step of the way to ensure that the brand's online presence is utilized to drive customer traffic to the store and the pop-up store captures both current and new customer appeal, bridging a multi-channel platform retail strategy.

Project Brief

Before a Fortnight in Soho, J.Hilburn was sold exclusively through their direct sales model and online.. From October 9th through October 20th, customers were invited to experience the brand like never before, in-person at the J.Hilburn pop-up shop in New York City’s SoHo district.

The space was designed to showcase the clothing in a space that functioned like a canvas from which outfits could be created. J.Hilburn’s trained personal stylists were on-site throughout the two weeks to help shoppers customize the right products and accessories that best matched their lifestyle and personality, fit and tailor men in-store, and give style advice on Fall trends and quick wardrobe additions to help men get any room to stop and stare.

Project Innovation/Need

The J.Hilburn experience was a true example of achieving an omni-channel experience via a pop-up store. J.Hilburn has always been a unique blend of the personal offline interaction and e-commerce, with the goal of making everything about shopping better for men. For two weeks, this high touch experience was brought to life in New York City. Customers, pre-existing and new, were inspired, had a personalized fitting, and left with a greater appreciation of their own personal style.

The ultimate message for the customer was "It’s not about J.Hilburn’s style, it’s about yours."

Design Challenge

Dallas-based men’s clothing company J. Hilburn needed their two-week pop-up shop to feel as thoughtfully tailored as the customer they dress, and launch a lasting relationship with stylist and customers within a temporary timeframe.

We tapped interior design company Home Polish to partner with us and in less than 2 months, we planned the vision and build out; and in 2 days transformed the space from a completely raw 1400 square foot space, to a menswear haven. (see before and after pictures)

User Experience

A Fortnight in Soho encompassed 2 weeks of luxury menswear available from the Fall '13 J.Hilburn line complimented by Swedish based Daniel Wellington Watches and Krrb vintage furniture. Personal J.Hilburn Stylists were onsite for custom fittings, and guests could browse swatches and collections while sipping on Lexington Bourbon or Fred Water, and snacking on energy infused Perky Jerky.

Spotlight Stat: The average sale in the store was $850, compared with $360 for the average sale when a stylist meets with a client.

It was a true SoHo menswear haven, loft space.

This award celebrates creative and innovative design for branded experiences intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, user experience, audience engagement and message delivery.
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