Earlier this month, fashion-favorite Popup Florist opened its first shop in the East Village. The space will act as the brand’s official headquarters and open studio, where customers can grab and go, assemble their own creations, or take part in workshops and events. Founded in 2016, the plant and floral design company has quickly amassed a list of notable clients like NIKE, Baja East, Covergirl, YSL Beauty, Topshop, and Instagram’s Eva Chen . Owner Kelsie Hayes , a former fashion designer, creates her arrangements with a whimsical touch: googley-eyed mini succulents, original stamp messages, vibrant hand-painted pots, and custom silk neck scarves that double as bouquet ties. True to the business’s name, Popup Florist thrived without a permanent location, utilizing their unique designs and a series of pop-ups at West Village’s The Elk and the Gansevoort Market in 2016 to gain traction on social media. “Retail is so important for a brand. Having a physical location in New York City where people can come in and see the product and be a part of the experience we’re creating in our shop really helps spread the word through social media organically,” says Hayes about the move to brick and mortar. Hayes’ creativity has allowed the brand to be more than just a local flower shop. The brand specializes in events and installations, pop-ups, branded gifts, and in-home installations like a flower-filled shopping cart for ShopSpring last summer and a wall of dripping plants for Hey Mama .
- Advertisement -