Interview with Melissa Gonzalez (Pop-Up Architect)

CEO of The Lion’esque Group & Co-Founder of THE MARKET

1. In New York City everyone knows about Pop Up Stores and there are dozens of new ones opening each day. In Spain, though, this concept is just starting to spread. Could you describe, with your own words, the concept of “Pop-up store”?

 A pop-up store is an event. It’s an opportunity for a brand to connect with customers, press and influencers in a unique and authentic way. A pop-up store is an temporary time to make a permanent impression.

2. Which would you say are the benefits for any designer to open or be part of a pop up store?

There are a number of benefits for a designer to open a pop-up store. Benefits will vary depending on the over-arching goal, but universal benefits include: testing a new market or product line, customer engagement and brand awareness. Designers can test price points, styles and deeply immerse their customers into the story behind their brand and design process.

3. And specifically for emerging designers from abroad wanting to enter into the US market, what does it bring to them?

 By launching a pop-up store, designers can test the US market, gather customer feedback. They can test fit, pricing with customers; they can present to wholesale retailers and they can grow awareness among press, bloggers and stylists. 

4. These days, the pop up concept has spread all around the city and the offer is overwhelming. What makes RS POP Shop different?

RS POP, part of THE MARKET at the Roger Smith hotel is truly a turn key solution for designers. Setting up a pop-up store can feel overwhelming, especially when entering a new country and market. At THE MARKET we offer comprehensive packages, which include features beyond simply renting a space. Our packages include rent, wifi, electric, alarm, have bathrooms, a painting crew, design guidance, a brand video and social media and marketing support. 

5. Are there any specific actions you carry on in order to help the designers connect with the fashion industry (in terms of buyers, media, etc.)?

We work with our clients months before arrival to be sure they are prepping the necessary assets for press, calendar of events and where possible strategic sponsors and partners for cross-promotional opportunities. We also work with our clients to prepare an editorial calendar for social media campaigns.

6. Are there any specific requirements that a designer should fulfill before deciding to open a Pop Up Store?

First and foremost, a designer should understand their goals before moving forward with planning a pop-up store. Goals, brand voice and customer profiles are crucial in order to effectively plan successful pop-up activation. Understanding these elements will inform location decisions, size of space, design and marketing choices.

7. You are one of the two heads and masterminds of THE MARKET. How would you describe your role and Mr John Knowles? How did you come up with the idea in the first place?

John and I co-founded the revolving pop-up store concept at the Roger Smith hotel together in 2009. We began with one store, called RSPOP and we have since grown the concept to 3 revolving storefronts, ranging from 300 to 800 square feet. We also have a 4^th space under construction, which is set to launch at the end of the year.

The idea was born out an experiment with a model casting which evolved into a trunk show and ultimately a pop-up store. It’s has been running monthly since Fall 2009.

 8. Last September Beiñ opened its first Pop Up Store in RS POP Shop space. What did you think about Gloria López (founder and CEO of Beiñ) and her team?

Gloria Lopez is an extremely passionate businesswoman. She is truly dedicated to bringing up and coming talent into the US market. See this video

9. And last, but not least. All emerging designers are young entrepreneurs and you are an entrepreneur yourself… Some words of wisdom to share with them?

As an entrepreneur, my biggest piece of advice is take it all in stride and remember this is a marathon, not a sprint and there will be hills and valleys, and sometime sprints. They key to success is being adaptable and nimble, and remember to have fun.

Lower East Side , is the oldest and biggest area in  New York. The Lower East Side was very poor and full of inmigrants. Some parts inside this area have other names such as East Village or Greenwich Village;  

Artists and night club is what you could find in these street full of people no matter what time of the day

Lower East Side had one of the most important club of New York e CBGB (315 Bowery) where bands such as  Ramones, Blondie and Talking Heads played.

You also can find Kosher shop and bakeries, one you may know is Katz’s Deli, popular for the scene of the movie  When Harry met Sally (1989)

In Fashion Orchard st is the most important and famous

The best boutiques you should know are vintage clothing by David Owens and the amazing designs of   The Dressing Room Boutique. 

The most trendy shops are  Proyect nº 8 (nº 38), the hats of Victor Osbourne (nº 160), emerging designs from  The Dressing Room Boutique & Bar (nº 75ª) or the wonderful watches of   Dedegumo (nº 188), the only japanesse shop out of Japan.

If you don´t know what to wear to visit the Lower East Side, visit our Onine Shop  http://shop.beinfashionspain.com/en/ 

The Spanish population in NYC arrived many years ago and you can find some of this Spanish culture in the 14th street such as spanish restaurants, The Spanish House, Galicia House or a social center.

However, Chelsea nowadays is a high-level neighborhood turned into a place full of art and fashion. The spanish people that live in NYC are students, workers and artists... a spanish writer Elvira Lindo explains really well this situation in a film called La vida inesperada. This is about a group of spanish living in the other side of the ocean far from Spain seeking the "american dream" and the price you have to pay to get it.  

Nueva York is the capital of the fashion, art and many other areas of interest and knowledge and full of trends.  Beiñ, was born in this aim: give american people another kind of fashion and trends focus in the spanish culture. Moreover is a big opportunity for emerging designers that have great value among the people living in New York. The city that is open to new things and is a window to know a lot of buyers and consumers. 

The fashion industry is very important for the economy in the country and Beiñ´s aim is expand the MADE IN SPAIN brand in this economy with quality designs. Spain is selling it fashion to 90 countries all over the world. The spanish designers that Beiñ works with are hand-made and all of them have a strong identity in the US market.

From street fashion to luxury fashion the spanish fashion industry has became in a real brand and image internationally. Big companies such as Custo, Desigual, Inditex, Cortefiel, Mago, Castañer or Mascaró have their own space in New York- Each one with its personality but all of them spread one idea: Spain not only design fashion, Spain produce and sell Fashion.  

Spain is in nowadays and has a big value in the US Market. A increase of the 12% from last year in the American business.

Chelsea is a neighborhood  in New York where you could find the most important art galleries that many years ago were in the Soho. In the 90´s all this art movement moved into the old industrial fabrics around Chelsea.

Visual arts, fashion, contemporary art meet in Chelsea. From 15th street to 29th street between seventh and tenth avenues you could find several art galleries or amazing stores from vintage clothing to first class firms. Visit this web for further info about art in Chelsea http://chelseagallerymap.com/.

There is a really good option to visit all the expositions called "openings" and they normally take place every Thursday.

Emerging designers, pop-up stores and samples sales are the key words about fashion in Chelsea. The most important place to discover all this is the Chelsea Market. It is a building that means the changes between the old neighborhood full of fabrics and the new place full of trends. This building was the old fabric of the Oreo biscuits.

Getting off the 15th street in the right side you can see the High Line and if you walk across you will see a lot of amazing fashion shops: chic and alternative concept. Is for this reason Chelsea is an important point in New York to discover new trends and brands

The perfect outfit to spend a day in Chelsea. You can find these designs at www.beinfashionspain.com 

Sunny day in Central Park with an amazing dress of Beatriz Peñalver. Starting a spring morning in the big apple. Model and photographer are ready for the shooting after choose the best places and wonderful corners in Central Park.

You can find some pictures of the collaboration coordinated by Beiñ. We want to thank you and say congratulation to Erika Clayton and Verónica Peña for this job.

The shooting day...

12.00 pm Starting in the lake

12.15 pm Small details sometimes are most important

12.20 pm Our model needs a rest 

12.30 pm Coming back full of energy

12.50 pm Enjoying the views

13.00 pm We are ready to go to the Brunch

If you like this dress you can find it in our On-line Shop, the model is wearing a M size.

By @cuquita86 for @beinfashionspain

Arthur Mandel from NOLCHA FASHION WEEK

Nolcha targets emerging and independent designers to participate in its runway during Fashion Week. How would you say the market is evolving for these independent designers in the US?

The USA market welcomes independent fashion designers. Retailers, stylists and media are interested to see global talent and support the varying designs. From cost effective collaborative platforms like Nolcha Fashion Week to pop up shop opportunities and designer specific coworking spaces the market is becoming very viable and affordable for independent fashion designers to evolve into the USA market.

And specifically for emerging designers from abroad wanting to enter into the US market?

As I mentioned above there are more and more services launching that target the needs and provide solutions for independent fashion designers; making it easier for brands to enter the US market. They do need to ensure that they research correctly what they are looking for and work with a company on the ground that can assist and guide them.

What got you to work in this sector and build up Nolcha?

Kerry Bannigan, my business partner, and I realized that there was a market to provide a cost effective professional fashion week platform for independent fashion designers to showcase their collections during New York Fashion Week. Whether it is a runway show or an exhibition we understand the importance to hold an industry standard event to introduce your collection properly media, retailers and stylists.

What does Nolcha offer to independent designers?

Nolcha offers a turn-key solution for independent fashion designers providing them creative support leading up to their runway debut as well as guest list management. On the day of the event we handle hair, makeup, models, lighting, sound and all of the items required to deliver a professional runway show to industry guests.

How does Nolcha connect the participating designers with the fashion industry (in terms of buyers, media, etc.)?

We run a heavy marketing campaign leading up to the show introducing the fashion designers via our website profiles, interviews and social media. Simultaneously event invitations are sent to the media and retailers. At any time these prospective leads can contact the designers to discuss relevant business opportunities.

Are there any specific requirements that all participating brands should have?

In our application process we are seeking saleable, scalable fashion brands that have a strong understanding of the importance of the business of fashion. Of course we are interested in the look, cuts and styles of the brand but beyond this we want to showcase and launch brands into the USA market that can be sustainable businesses.

Participating in a runway like Nolcha is a great start-point for new and upcoming designers, but what other things would you say are key to succeed in the US market?

You are correct that showcasing at Nolcha Fashion Week is a great launching point and introduction of a brand to the industry during a key time in the US market: New York Fashion Week. It is important to have representation (hired or internal) in PR and sales to maximize the contacts created when showcasing; as well as to continue the daily business of fashion. Connecting with retailers and understanding manufacturing here if you wish to produce in USA.

You are one of the two heads and masterminds of Nolcha. How would you describe your role and Ms Kerry Bannigan’s? What are the key factors each of you bring to the table that make Nolcha so successful and attractive for independent designers?

We both wear many hats, being owners of a business it come with the title. Kerry works with the designers, public relations and media. I work with the partnerships, sponsors and business development. However, what makes it successful is that we can help each other in either field. By being an independent company we understand what designers have to go through to make it having to do all aspects of the business not just designing a dress.

All emerging designers are young entrepreneurs and you are an entrepreneur yourself… Some words of wisdom to share with them?

For further information please contact This email address is being protected from spambots. You need JavaScript enabled to view it.

NoLIta is a neighborhood in the North of Little Italy as its name says. At the East of the Soho this area has turned into a reference for trends in fashion and for having the most luxury and coolest boutiques in New York

.

Nolita was many years ago inside the neighborhood Little Italy and full of people from the suburbs specially from Brooklyn. However it changed when in the middle of the 90´s famous people moved to this area. David Bowie or Moby were some of them. Yuppies, restaurants, bars and boutiques occupied Nolita until today.

Be cool, be trendy, the elegance and the sophistication are the perfect adjetives to describe this area that have no competence in all Manhattan to be at the forefront in fashion, design and luxury. Walking around Nolita you can feel the influence of the East Village: colorful walls, street art and underground locals. The typical houses with the fire stairs in the street are mixed with minimal and chic locals. Have the best image and be the most risky in the place is a competition between the owners of restaurants, bars and boutiques. 

 “ Underground chic “ is what is Nolita and the best way to discover this neighborhood is go there dressed with these designs. You could find them at www.shop.beinfashionspain.com

Ecoology, Beatriz Peñalver, Costalamel and Angradema López brands.

Sonia Olla, flamenco dancer and owner of the brand Taller de Artistas

When you think about the essence of Spain, your mind goes immediately to the South: the sound of the heels, the movement of the arms, the musical notes of the guitars, the smell of tapas and the most important thing: the strong and classy style.

Sonia Olla was born in Barcelona, but her southern roots are the most distinguished in her presence. She has worked with some of the most important figures of the flamenco industry in Spain such as Antonio Canales, Rafael Amargo or María Pagés.

After a while, she decided to go solo and move to New York City, where she has showcased some of her dances both alone and with her husband, one of the greatest flamenco singers in the Spanish panorama. They are quite an international family and have participated in shows all around Europe and the US.

For Sonia, the most important thing is to extol the brand ”Spain” and its culture all around the world, as well as making feelings grow on people’s heart when they see her shows.

“Taller de artistas” by Sonia Olla, a parallel project in which she is currently working. As we previously mentioned, Sonia has southern roots as her family is all from Granada. Her family has always sewed and create fabulous flamenco dresses for her, growing envy between her colleagues wherever she went. Now, after seeing the real potential for their collections, they have decided to develop the brand “Taller de Artistas”, something like “Artists attelier”, a brand made in Barcelona but with a clear southern vision.

“Hand-made art in movement”, is how Sonia Olla describes the project and all the creations that her family comes ups with, and of which she is the first and most important brand ambassador.

What is the philosophy of the brand?

All the designs show the Spanish spirit, the Andalucia soul. The designs get inspired by the old flamencos, but they try to combine that classical inspiration with a more modern cut. Most of the designs are actually directed by Sonia herself, as she says flamenco is her life, it’s what moves her since she was born.

Her celebrity crushes are Sarah Jessica Parker and Kate Moss, two of the most important fashion it-girls of the time, an influence you can feel looking at her own designs.

The evolution of the brand since it was born has been amazing. Adriana Lima for example, another great example within the flamenco panorama, has worn one of her designs! 

The conviction and energy with what Sonia explains us the collection reminded us the concept of wearing an art-work everyday, which is the aim of Taller de Artistas: wear an urban and a trendy outfit, which makes you feel “passionate, energetic and elegant” at the same time. When you listen Sonia talking about both the brand and her work as a dance, you realize that her attitude in front of life is what has made her succeed and you will vibrate with Taller de Artistas designs as much as she does.

When talking about her career, she kept repeating that she has managed to fulfill the American dream, something she would have never imagined. The next step would be to bring that American dream also into the Taller de Artistas team by making a success of her next collection in the country.

Would you like to become part of that success?

Stay tuned with Beiñ as we will bring you their collection very soon through our shop online!

Presentation of  "The Green Touch of Spain" inside de project BEIÑ: The Touch of Spain 

Ernest Costafreda, owner of Costalamel

You are graduated in Business, why are you in the fashion industry?

Sincerely, I do not really know when it all started…maybe 3-4 years ago when I printed my first drawings onto basic tees. I was doing it because I just loved it, without thinking beyond: no business, no brand, no shipping, just pleasure.  I never planned to go as far as I did, I was just focusing on enjoying the moment. My motto was, ”Do what you love and love what you do.

As the project started growing and growing, every day I had more and more work to do and it was getting more difficult to manage it with my full-time job.  So, I think about 8 months ago, the day came to take the decision: leave it or live it. I decided to turn my dreams into plans and try to make it worth it. And I’m pretty happy with my decision so far.

As I hold a Business degree, a Brand Meaning Master and Design and Illustration experience in a freelance way, It was a project where I could put together all my passions and skills.

Handmade and Urban Fashion are the two adjectives that describes your brand, but what make it different and special?

We try to differentiate from established brands by putting love and attention to details in every design we make. We can do it because we have small productions.We produce every single t-shirt manually, paying attention to the smallest thing, repeating it if it just doesn’t fit. We design, manufacture and print all the garments in small workshops from Barcelona. 4 different steps made by 4 different workshops, each step is carried where it is better done. This is the only way to achieve the best quality.

On the other hand, we differentiate from newborn brands with our brand meaning. It is difficult to find a brand that gives importance to a story or a message beyond the product. Many firms just focus on designing ignoring that people buy not only a product but also a story. Thanks to my studies we developed a brand positioning and a message to spread that we activate through direct marketing actions with people. What we call, the Honey People.

What is your favorite clothing of Costamel? and What was the first one? 

My favorite design is the Amèlie design: Rêves, with a quote from the film that transformed into our lifestyle: Les temps sont durs pour les rêveurs, mais je rêve quand même”. It is inspired in the character of Amèlie Poulain. We love Amèlie, she is a kind of personification of our brand values. She is a dreamer despite the world she is living in. She is a brilliant storyteller. She is “la honey”. Our first design was Mividaloca, and it is a tribute to the magnificent Kat Von D

What have Costalamel of Ernest?

One thing is me and another, similar but always different, is the brand.

The psychologist, Carl Gustav Jung used the concept of archetype in order to explain the human psyche. Archetypes represent fundamental human motifs of our experience as we evolved; consequentially, they evoke deep emotions.

I have a high level of creator and innocent archetype in my psyche, but when creating a brand meaning for a brand, for example, Costalamel, you must only choose one among 12 in order to make the message direct and clear. So I decided to take into account my innocent part and build Costalamel as the kid we all have inside. This kid wants to get to paradise and to be happy all the time. His sole strategy is to do things right and fears to be punished for doing something wrong. His talents are faith and optimism and is a truly dreamer. So I’m afraid that Costalamel has a great part of Costa.

How is a normal day in your life?

I usually wake up and walk to my studio in order to spend my mornings managing the brand. Emails, reports, accounting, invoices, shipping, developing strategies, advertisement…that kind of daily obligations. After getting rid of all this, normally in the evening, I try to focus more on receiving people, doing interviews, going to the ateliers or designing new items. I obviously prefer that part of the day but I always repeat myself that if I don’t pay the same attention to both parts, afternoon work will last 2 weeks.

The hardest moment in this adventure

I am the sole person that organizes and decides things in Costalamel, so, despite that I have many people surrounding me (without them it would be impossible) there are many times that you feel lonely and the inner motivation to move forward decreases. It is very important to be strong and brave all the time to not quit it. It’s been really though sometimes.

What projects do you have for this year?

To take Costalamel abroad. Try to see how Costalamel fits in Europe and USA. Thanks to Internet you can sell worldwide, so we will try to open markets with some partnerships in Europe and USA. We also would like to start doing small capsules every month in order to increase our web traffic and attract more and more people who are willing to spread our manifesto. We will also be collaborating with other brands with who we share values and strategies in order to create win-win situations and take advantage of it.

To sum up, try to spread the keep calm and make la honey manifesto wider and louder

What do you think about spanish fashion?

If you want to create a brand in Spain, you have to be in the streets, and the only way to achieve it is to be in the shops because people is not betting for ecommerce yet. Being in a shop in Spain means a lot of work and problems. Shops have a tremendous commission and they don’t pay you in time. A part from that, I think that we have good designers and brands here. Especially those who noticed that it is as important a good designer as a person who knows how to sell your collections and a CEO that manages your firm.I don’t really believe in catwalks, too many work and money for a few minutes of glory. I would personally invest my money on another type of advertisement.

For newborns, I think that we all have to be positive and work with passion; it will be the only thing that will save us after time.

Imagine…you have in front of you an international and famous designer, what would you ask him? and Any advises for the new designers?

For the international designer, I would really like to know the story, the beginnings and the steps he/she took in order to benchmark. For the people who are coming, as I said, do whatever you want, but do it with love and passion.