Newbury Street Pop Ups

Client

Jamestown Properties

Location

Newbury Street,
Boston, MA

Services

Retail design
Styling
Popup-design + Production
Project management
Events
Permitting liaison
Branding
Repositioning
Strategic advisory

Summary

Beginning in 2015, our mission was to drive foot traffic to the assets, build programs with local awareness for Newbury Street, and highlight Jamestown Properties locations along the infamous street. We worked to build engagement that emphasized potential short term opportunities and build local goodwill to develop an ongoing storyline for the retail district. With multiple successful holiday seasons under our belts, we had a renewed emphasis on bringing in more activations and longer term popups that would drive local retail, support local entrepreneurs, arts + culture, and become a new model for economic development.

The Challenge

Once Boston’s premier shopping destination, Newbury Street was faced with rising levels of vacancies and an uninterested public. Our challenge was to bring in engaging and cutting edge brands with high design, incredible customer experiences, and existing audiences that would thrive in high visibility storefronts. In addition, to understand the value of short term occupancy and opportunities to drive dollars back to the portfolio.

The Outcome

Working with one of Boston’s largest property owners to bring unique concepts to vacant properties throughout the city with a focus on local brands and experiences, Isenberg Projects developed a successful pop-up strategy on Newbury Street, bringing a much needed revival to retail on Boston’s most coveted street. Working with one of Boston’s largest property owners to bring unique concepts to vacant properties throughout the city with a focus on local brands and experiences, Isenberg Projects developed a successful pop-up strategy on Newbury Street, bringing a much needed revival to retail on Boston’s most coveted street.