Project location: Jersey Gardens, New Jersey · Project context: 2025 · Prepared by POPUP from the project archive in October 2026.
An outlet and a flagship do different work. Brooklyn Industries' Jersey Gardens store gave past-season collections a dedicated setting within the same renewed identity as its Williamsburg flagship.
How can an outlet complement a flagship without losing brand identity?
A consistent brand does not require every store to do the same job.
Give the Williamsburg flagship and the Jersey Gardens outlet different jobs within the same new identity: one introduces the brand, the other gives past-season collections a dedicated home.
Start with the purpose of the store
Brooklyn Industries needed a dedicated home for past-season product alongside the Williamsburg flagship that introduced its renewed identity. The outlet had a distinct commercial job: make earlier collections accessible within a recognizable Brooklyn Industries environment.
Turn a raw unit into a working retail space
Retail by PopUp took the project from an empty space through store design and build-out. Identity and the physical environment were developed together, carrying the brand’s new direction into a different retail format.
Carry the identity through to the product
Visual-merchandising support connected the store environment with how apparel and accessories were presented. The completed space combines wall displays, rails and accessory fixtures, giving past-season collections a considered setting of their own.
The planning lesson
Start with the commercial purpose of the format. Product density, display choices and the customer journey can change while the brand remains recognizable. Design the outlet around the assortment it actually carries rather than shrinking the flagship's layout.
Who delivered the experience
Retail by PopUp transformed a raw, empty space into Brooklyn Industries’ Jersey Gardens outlet, delivering store design, build-out, identity and visual-merchandising support.
What the experience made possible
The outlet extended Brooklyn Industries’ renewed identity into a distinct retail format for past-season product discovery.
Project questions
Where did the experience take place?
Brooklyn Industries: Jersey Gardens, New Jersey.
What was the delivery scope?
Store design; Build-out; Brand identity; Visual merchandising support.
Explore related work
Further reading
For the wider event and campaign context:
