Project location: New York, NY · Project context: 2024 · Prepared by POPUP from the project archive in October 2026.
You can read about a fragrance online. You still want to smell it. Dossier's New York pop-up joined scent testing, personalization and retail service in a setting that gave an online brand a physical welcome.
POPUP delivered
Experience design and production, personalization vendor coordination, staffing and guest flow, point of sale and on-site inventory operations.
Delivered for Dossier. Dossier retained its original artwork, marketing, talent agreements, guest-list development and PR/social activity.
How does a fragrance pop-up help customers choose in person?
Guest feedback described a familiar gap: knowing a fragrance online and wanting to try it before choosing. The temporary store gave Dossier a way to address that need and learn how people explored its collection.
Give discovery a generous setting. Bring the South of France to Elizabeth Street through flowers, warm displays and hospitality, then connect scent testing with live artistry and shopping. A visitor could find a fragrance, make it personal and leave with a direct experience of the brand.
Make the first physical impression count
A flower-framed storefront and a warm, botanical interior brought the campaign’s South of France reference onto Elizabeth Street. The setting gave the online brand a tangible place to welcome people, through fragrance discovery, personalization and hospitality.
Build the visit around scent
The collection was available to explore in person, with Neroli Romance given its own product moment. Testing and comparison were central to the experience, responding to the visitors who arrived wanting to try fragrances they already knew from the brand online.
Make the product personal
Live embroidery, bottle-cap engraving and hand painting extended the visit beyond sampling. The artist series gave guests a personal connection to an object they could take home.
Run a real store. Learn from every day
Behind the sensory experience sat staffing, queue management, point of sale and inventory operations. The recap captured daily foot traffic and customer feedback, including how guests chose scents and the importance of queue planning and product availability for future retail.
The planning lesson
Build the visit around comparison and conversation. Decide how guests move between scents, how personalization fits the shopping journey and how the queue works when someone needs more time. Customer questions can inform the next retail chapter without interrupting the visit.
What the experience made possible
Guests could explore scents, personalize their purchases and connect with Dossier in a physical setting that expressed the brand’s character.
Project questions
Where did the experience take place?
Dossier: New York, NY.
What was the delivery scope?
Experience design & production; Staffing & guest management; Personalization vendor coordination; POS & inventory operations.
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Further reading
For the wider event and campaign context:
