H&M Williamsburg, Brooklyn, NY
A local market. Ready to trade.
For The Gathery’s Brasserie Hennes holiday market at H&M Williamsburg, POPUP supported the retail operation behind a curated collection of neighborhood merchants.
The opportunity
A market needs a shared rhythm.
Make a temporary market of independent merchants work as one coherent shopping experience, with the people, product knowledge and operating systems to support it.
POPUP’s role
The work behind the experience.
POPUP supported the market through retail staffing, training, floor management, inventory systems and point-of-sale administration.
- Retail staffing & training
- Store operations
- Inventory control
- Stockroom setup
- Point-of-sale management
Commissioned by The Gathery for H&M. Store concept and special programming by The Gathery.
Inside the experience
Bring the neighborhood into the store.
The second-floor market at 92 North 6th Street connected H&M’s seasonal collection with goods from nearby merchants. Fragrance, jewelry, homeware, vintage pieces and food created different points of discovery within the Brasserie Hennes holiday setting.
Prepare the people behind the experience.
POPUP’s remit included recruiting and scheduling the retail team, training collaboration and floor management. The sales-team guide connected product knowledge with the stories of merchants such as D.S. & Durga, Catbird and BonBon, giving the team a common reference for customer conversations.
A closer look
More from the experience.
More from the project
What it made possible
What the experience brought to life.
A retail setting connected with its neighborhood.
The holiday market brought local merchants into H&M Williamsburg as part of The Gathery’s wider concept and programming.
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